Smiley finds happiness with new Simba Dickie collectable toys

After announcing the launch of a new collectables range with toy manufacturer Simba Dickie, The Smiley Company is already in the midst of developing a second line.

Boasting 50 expressive Smiley icons that double as pencil toppers and suction cups, as well as pocket money toys including slinkys, bubbles, sticker sheets, frisbees, water squirters, bat and balls, yoyos, a connect four game and even wall mounting glow in the dark Smileys, the collection is nothing but varied.

“We have high expectations. With a million blind packs in the initial launch we are already working with Simba on development of the next collection,” Matt Winton, marketing director, at The Smiley Company, told ToyNews.

“I think our icons lend themselves perfectly to collectables, and consumers are totally engaged with the need to express their emotions today.”

With an extensive TV advertising campaign set to roll out alongside in-store POS, Smiley believes the collection will make a huge impact at retail.

“Simba are such experts at understanding their market and executing amazing packaging, point of sale concepts that the product will sing on the shop floor,” explained Winton.

With the launch and partnership with Simba coinciding with Smiley’s 20th anniversary year, Winton is hopeful that the firm will be able to bring the toys to the UK market in the future.

Winton cited: “I’m fairly confident it will happen as there are plenty of opportunities with the UK’s leading retailers and Smiley right now.

“Toys and gifts are a key growth area for us and we are already enjoying the launch of new licensees and products across multiple categories that include Norris Spiele, Scholastic, Zak! Designs and Nici.”

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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