Smiley finds happiness with new Simba Dickie collectable toys

The company has revealed that the toy and gifting market is crucial to the brand, and hope to extend on its latest deal with toy manufacturer Simba Dickie, who is producing a line of collectables and pocket money toys.
Publish date:
0 smiley and simba.jpg

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.”


Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.