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Smileyworld teams with Primark and Penneys

First major cross category retail programme for all ages and genders launches this week.

SmileyWorld has launched its first major cross category retail programme for all ages and genders this week with Primark and Penneys.

The new 70-piece lifestyle collection features products for tweens, teens, and young adults of all genders, and will be available throughout Europe and the US in Primark and Penneys stores.

It follows on the back of some successful launches in 2017 with retailers including Pull & Bear, Zara, Only, Selected and Orchestra among others.

Speaking about the launch, Nicolas Loufrani, ceo of The Smiley Company, said: “We are delighted to work with Primark and Penneys on our first large scale cross category retail launch for SmileyWorld. Our Smiley x Primark range provides a great industry benchmark for creating directional collections for the most iconic licensed brands.

“It’s been an immense effort from the teams at Smiley and Primark and also our licensees to coordinate this programme meticulously across the globe.”

Nicolas continued: “We pride ourselves at Smiley on working closely with our partners to ensure we leverage Smiley’s brand equity, design, and our commercial expertise to create best-selling collections, driven by market insight that are supported by 360-degree marketing campaigns from online to in-store activation. We want our partners to know that when you work with Smiley, it’s about entering into successful long-term partnerships that deliver success.

“This campaign with Primark and Penneys will extend SmileyWorld’s market awareness and help to continue spreading Smiley’s message of happiness and positivity. I’m really proud of this launch, which serves as a benchmark of what can be done when working with The Smiley Company to drive sales.”


The Primark X Smiley launch features products from a selection of Smiley’s market leading licensees including BCI, TV Mania/Fashion Lab, Poetic Gem, Difuzed (Bioworld Europe), Fashion UK, Drew Pearson, Blueprint, Character World and Lutti, which have together delivered a range of on-trend products that pay homage to Smiley’s legacy in music and draws reference from 90’s grunge themes.

The collection features urban-inspired pieces that are packed with attitude and tap into Smiley’s authentic heritage as an icon of counter culture. With a big nod to street styles and spotlighting some of the hottest seasonal trends, the collection boasts camouflage print, reversible sequins adorned on urban silhouettes, holograph t-shirts, custom printed denim, as well as nightwear and accessories.

Smiley brand director, Daniel McGeehan, added: “This project has been a long time in the planning and we have worked hand in hand behind the scenes with the teams at Primark and Penneys, along with a group of Smiley licensees in order to coordinate this campaign and ensure a cohesive retail launch.

“This cross category collection not only has a heavy apparel and accessories influence, but also features a splash of homeware, stationary and confectionery products.”

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