A new collectible concept from The Smiley Company, The Smileys, will be launched soon. This development comes after debuting to the trade at both Hong Kong and Nuremberg Toy Fairs.
The Smileys has been developed in collaboration with Splash Toys. It extends The Smiley Company’s archive of icons into the collectibles market, targeting kids 6-12 years old.
Lori Heiss-Tiplady, Vice President (brand strategy), Smiley, said, “We are excited to announce that we have already secured key European retail listing for our new collectibles IP, The Smileys. Bringing our SmileyWorld icons to life in a whole new way and making them even more appealing to kids. This new world, with characters, locations, and stories, will provide the perfect foundation for an entirely new line of brand extension opportunities and deepen the brands’ reach into key categories, including toys & publishing.”
“As a business that is fully focused on helping kids explore their emotions through play and having fun, unique mix and match play pattern of The Smileys creates endless possibilities for self-expression. Helping kids learn about themselves and their emotions while playing is important to us, and emotional intelligence is a massively important phenomenon that Smiley is uniquely connected to,” Lori added.
The Smileys collectibles' first series will be launched with blister packs of three- and five- Smileys, which include a secret Smiley and also blind boxes for toy distribution and blind bags for kiosk distribution.