The Smiley Company teams with Simba Dickie for collectable toys

The Smiley Company has partnered with the global toy manufacturer Simba Dickie for a new line of blind bag collectables.

The partnership – announced at this week’s Nuremberg Toy Fair – will leverage the 20thanniversary of SmileyWorld and celebrate the creation of the world’s first digital Smiley icons.

Featuring 50 expressive Smiley icons which double as pencil toppers and suction cups, the collectables range will be packaged with a selection of Smiley stickers.

With over one million blind bags earmarked to hit the European market in Q2 2017 and support from TV advertising, the new launch is tipped by the firm ‘to become the next collectable craze in the coming months.’

“I am very happy to have joined forces with Simba Dickie, one of the largest toy groups in the world, for our first range of collectables that is sure to capture the imagination of kids across Europe,” said Nicolas Loufrani, Smiley Company CEO.

“Supported by a TV campaign in key markets, this fun programme will help leverage the visibility of the Smiley brand with younger kids and help us grow our business with new audiences.”

Simba Dickie will also be launching an exciting range of SmileyWorld pocket money collectable toys that includes yoyos through to stickers.

To celebrate the launch of the toy line, The Smiley Company is to reveal an exclusive mini site to sit alongside the promotion and take the products into the digital space.

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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