The Smiley Company has secured a whole host of new deals across many different categories and territories including apparel, jewellery, bags, home deco, gifts and digital. Dutch license Re-launch will be developing a range of t-shirts and hoodies for the Smiley brand label ‘Smiley-Happy Collection’. The range aimed at young adults and teenagers will sell exclusively at all Sting stores across Europe. In addition the Smiley brand is pleased to see two new additions to its ‘Smiley-Happy Deco’ range in the form of homewares and gifts from UK licensee ECP Designs who have created a range of mugs, egg cups, coasters and money tins based on Smiley Pop-Art graphics. Global brand Thermos will produce a range of bottles, tumblers, mugs and lunch bags for both the Smiley and SmileyWorld brands.

Also for the SmileyWorld brand, popular licensee Karactermania will produce a range of bags, luggage and accessories which will be available throughout Europe. In addition UK jewellery licensee JSC Jewellery has created a line of Italian charms and bracelets using a selection of fun and emotive SmileyWorld graphics. Asian licensee Guenjo are all set to produce a range of 40 different SmileyWorld homeware and electrical goods which will be branded with different SmileyWorld graphics to compliment the range and will be available throughout China in department store corners and specialized stores.

Finally two new digital deals have been acquired for both the SmileyWorld and Smiley brands. SeeUIn will create a range of virtual goods and gifts to use in conjunctions with social networking sites and virtual worlds and, Jeego will create a range of e-cards which will be accessed through a smart phone app.

Across Europe and Asia, The Smiley Company currently has over 100 licenses which continues to successfully grow with the introduction of new product categories and territories on a regular basis. Ten per cent of all sales from each product will go to charity through the Smiley World Association, which was formed in 2005 to help provide healthcare and education in third world countries.

Nicolas Loufrani (CEO of The Smiley Company) say: "The launch of our 40th anniversary program is triggering fantastic reactions from the marketplace and our complete repositioning of the past few years now seems to start paying back. A lot of new partners want to spread our happy vision of life".