Limited edition partnership hits retail across France.
Glue brand UHU has teamed up with SmileyWorld for a new promotion which sees the icons used on packaging on a special limited edition UHU stic.
Eight of the most popular Smileys come to life as glow in the dark characters on the UHU stic, which has already successfully launched in leading stores across France. Expansion into other European and international countries is being earmarked for the coming months.
The new partnership aims to help kids explore their emotions through play, underpinning UHU’s efforts to target kids in early school years.
“It’s an exciting new launch for us and continues to strengthen SmileyWorld’s position in the stationery market,” said Janet Martin, senior global vp at Smiley. “UHU is a world-class brand that utilises sustainable materials and natural ingredients while maintaining a design focused and innovative approach that ensures their product stands out at retail.
“This authentic partnership introduces a range of micro-expressions to children, allowing them to explore a range of emotions and positive experiences through craft and creative projects.”
Frank Walther, senior product manager, corporate marketing at UHU, added: “This is an exciting partnership for UHU. The products attractive designs will resonate with the young target audience and strengthen UHU stic’s position globally with this demographic.
“We believe this partnership will help to create a closer emotional connection with the UHU brand and its products, as we roll the programme out across many European and international countries.”
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