Due to the overwhelming success of the debut series of collectables launched by Simba Toys in Germany and Poland, the market leading toy manufacturer has earmarked a second series for summer 2018.

The second series of collectables will launch to trade at Nuremberg Toy Fair (31st January – 4th February 2018) and follows on from very positive sell out at retail, which will see the collectables have another run at retail in the first quarter 2018, with potential expanded territories into Spain and Russia. The first series launch, which was supported by a major marketing campaign, which included; television advertising and blogger campaign with some of Germany’s leading video unboxers continues to be a hit at retail.

The campaign and collectibles, which drew on Smiley’s vast dictionary of expressive icons and offered a range of 50 expressions that attached to your phone or keyboard via suction cups and also doubled up as pen toppers. This toy creation allowed consumers to pimp the products that are key to their lifestyle, in order to express whatever mood they are in at any time. The collectables also offered 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 to.

Due to the success of the first series, series 2 has been earmarked to launch in extended global territories including Germany, Poland, Italy, France and will again be supported by a far reaching marketing campaign. This development continues to highlight the great opportunities when partnering with Smiley and the brands continued growth into the toy category.