The line boasts a range of emoticon based apparel, underwear and pyjama sets.

SmileyWorld teams up with Topshop

SmileyWorld has announced its new partnership with High Street retailer Topshop, to launch an apparel line that will be supplied by Somerbond.

The line boasts a range of emoticon based apparel, underwear and pyjamas sets, which the company says reflects the brand’s ethos ‘express yourself’.

Via the SmileyWorld blog, the company said: “Every day, the Smiley studio identifies new key trends and develops its ever expanding emoticon dictionary.

“As well catching the eye of innovative fashion retailer Topshop, SmileyWorld’s emoticon style guide has been a massive success across multiple product categories with high demand for emoticon inspired apparel.“

The exclusive collection is now available in Topshop stores and online.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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