Simba brings Smileyworld collectables back for second season

Simba Toys has announced it is launching a second season of its Smileyworld collectable line, which launched last year to strong sales in Germany and Poland.

The second series launched to trade at Nuremberg Toy Fair and is slated to hit retail in Summer 2018. 

The first season’s launch was supported by a major marketing campaign which included TV ads and blogger coverage with some of Germany’s leading video un-boxers. The line continues to be a success, with a renewed run starting in the first quarter of 2018 with potentially expanded territories into Spain and Russia.

“We are really excited to partner with Simba Toys again for a second series range of Smiley collectables," said Lori Heiss, VP of brand strategy at Smiley.

"The new series draws on Smiley’s vast dictionary of expressive icons and offers a range of 50 expressions that can attach to your phone or keyboard via suction cups and also double up as pen toppers. The collectables also offer a real platform to help kids develop their emotional intelligence and understand the full range of human emotions and this is something that we are super passionate about.”

Due to the success of the first series, series 2 has been earmarked to launch in extended global territories including Germany, Poland, Italy, France and this will again be supported by a far-reaching marketing campaign. This development continues to highlight the great opportunities when partnering with Smiley and highlights the brands continued growth into the toy category.

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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