The Smiley company continues to expand its toy business, as the world’s happiest brand leverages its market leading status as the number one resource in the world for expressive emoticons.

Egg-Moji is an exiting new venture with Terrier Worldwide, who have created an interchangeable figurine, with collectable accessories that allow you to customise your own Smileys. Egg-Moji is packed in a plastic egg which acts as a blind pack, and filled with coloured dough that contains a plastic “yolk” with 1 Smiley figurine and 2 accessories. 

The first series launched to trade at Toy Fair last year, featuring a selection of 100 icons, all with a range of different accessories that can be used across all the icons.

This exciting range is now at retail and has been supported by a YouTube unboxing campaign, which continues to be one of the leading viral video trends.

The range will see a table top POS display unit launched at all retailers.

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