The greeting card sector is expanding and seeing success in a new way as consumers are drawn to illustration and messaging, whether it’s humorous, or heart-felt. Quirky and creative UK brand Tache is partnering for the first time with Smiley.
The Smiley Company leverages its illustrative archive of expressive SmileyWorld characters to help Tache serve its need for expressive branding on occasion-based cards. It’s the first-ever licensing partnership relationship that Tache’s co-founders, Pennie Bryant and Frank Nicholls have entered in, which makes it special for both Smiley and Tache.
Working with Smiley is personal to Bryant, with the Smiley icons taking her back to childhood. “Funnily enough my Granny has been a Smiley fan for as long as I can remember – she even used to have Smiley keyring, which I stole and now use for my keys,” she says. “It’s almost like this collaboration was meant to be.”