After success of debut series, Simba Toys to launch new line for summer 2018.
Following the major success of the debut series of collectables, Simba Toys and Smileyworld are teaming up again for the launch of a second season in summer 2018.
The new series was launched to the trade at Nuremberg Toy Fair yesterday (January 31). It follows on from positive sell out at retail, which will see the collectables have another run at retail in the first quarter of 2018, with potential expanded territories into Spain and Russia.
The first series launch – which was supported by a major marketing campaign including TV ads and a blogger campaign with some of Germany’s leading video un-boxers – continues to be a hit at retail.
Due to the success of the first series, series two has been earmarked to launch in extended global territories including Germany, Poland, Italy, France and this will again be supported by a far reaching marketing campaign.
Lori Heiss, vp of brand strategy for Smiley, commented: “We are really excited to partner with Simba Toys again for a second series range of Smiley collectables.
“The new series draws on Smiley’s vast dictionary of expressive icons and offers a range of 50 expressions that can attach to your phone or keyboard via suction cups and also double up as pen toppers.”
Lori continued: “This toy creation allows our customers to pimp the products that are key to their lifestyle, so that they can express whatever mood they are in at any time.
“The collectables also offer a real platform to help kids develop their emotional intelligence and understand the full range of human emotions and this is something that we are super passionate about.”
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