New pocket money range will be launched at Nuremberg Toy Fair in February 2017.
The successful Smiley licensing programme is continuing to grow in Germany, with the company returning to LIMA’s Licensing Market in Munich this week to showcase its latest deals.
Among these is Simba Dickie, which has come board to launch a range of collectables in blind packs, as well as a pocket money toys and games range.
The launch will take place at Spielwarenmesse in Nuremberg in February 2017.
Smiley is planning a bespoke 360-degree marketing launch for Simba – this will include a bespoke microsite, exclusive digital content and social media to the company’s 4.4 million strong fan base.
Other success stories in Germany for Smiley include Lidl, which launched an apparel collection in 5,000 stores across Europe for spring/summer.
Herlitz is continuing to enjoy healthy sales in the back to school space with the brand, while Smiley’s gift collections have also been strong in 2016, with NICI growing 64% year on year.
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