The Smiley Company has entered into promotional deals with Mondelez International in Asia and Unilever in France.
In association with Mondelez, Smiley has released on-pack and in-pack promotions on Cadbury’s Lickables and Gems candy products in India and Bangladesh.
Customers can choose from 16 exciting mini Smiley toys. The toys include fidget spinners, phone stands, puzzles, mazes and stamps among others. In addition, the Cadbury products will come with a Smiley-branded packaging.
Smiley will replicate the campaign in Indonesia, Malaysia, and the Philippines through 2019.
Smiley has also partnered with Unilever for a Smiley-branded loyalty program at Carrefour stores across France.
“Smiley brings a smile to the faces of consumers at retail, and we are helping big brands reach their customers in exciting ways,” Lori Heiss-Tiplady, vice president, brand strategy, Smiley was quoted as saying.
Recently, The Smiley Company had partnered with luxury brand Anteprima for the launch of a unique Smiley winky 3D wirebag line at Milan Fashion Week.
Smiley World, founded by French journalist Franklin Loufrani more than 25 years ago, has built a business from royalties collected on a symbol they trademarked in over 100 countries, for use over a wide range of product categories.