New range of collectables in partnership with Splash Toys is aimed at 6-12s.
Lifestyle brand The Smiley Company is to launch a new range of collectables aimed at 6-12s in partnership with Splash Toys.
The new range will bring the SmileyWorld icons to life as new characters in the mix and match collectable concept, with over 100 million possible combinations. The characters will feature arms, legs and a range of accessories, and will feature a wide variety of moods and emotions.
“We are so excited about The Smileys collectables range which brings our SmileyWorld icons to life in a whole new way, making them even more appealing to kids,” said Lori Heiss-Tiplady, vp brand strategy at The Smiley Company. “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 and publishing.”
A sneak peek at the line will be given at BLE in October, while the official launch of The Smileys will be at the January 2020 toy fairs, where two series of the range will be debuted, as well as three play-sets.
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