Merchandise Licensing 

Smiley in an alliance with Formia

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In its zest to foray into the children’s amenity kit market specifically targeting the airline industry, the Smiley Company has teamed up with Hong Kong-based company Formia.

Formia will launch amenity kits under both the SmileyWorld and Rubik’s brands with the aim to create a more memorable passenger experience through a variety of games and through fun and brain-teasers.

Commenting on the new deal, vice president, Lori Heiss said, “This is an exciting development aligned perfectly to both Rubik’s and SmileyWorld’s mission & vision.”

“The amenity kits will feature a range of products that will be fun and innovative, with the aim of appealing to an ever more discerning audience. With kits for a variety of age groups including baby, tweens and adults which have been curated to deliver a fun and refreshing onboard experience with a range of beauty products, stationery and activity kits. It’s a great to be expanding our partnership with Formia, who is a first-class partner to help us realise these products potential,” she added.


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