The Smiley Company are delighted to announce a major retail launch and marketing activation with Primark and Penneys, one of Europe’s leading destination stores for trend focused lifestyle products. The new SmileyWorld x Primark collection will launch at retail during the first week of March 2018, featuring a complete range for tweens, teens and young adults of all genders, available throughout Europe and the US in Primark and Penneys stores.

Smiley has been working with Poetic Gem on sleepwear for women and men menswear (T-shirts and sweatshirts) which included in Penneys and in Primark. SmileyWorld characters have also been included in collections with TVM Fashion Lab (adult and kids apparel and sleepwear), Bio World (women’s tops, kids accessories, mens pjs/underwear), BCI (underwear & nightwear for kids and baby apparel).

In footwear, Fashion UK/B.M. Fashions at Primark and DPI has a men’s cap – affordable fashion separates that appeal to the whole family.