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eigenArt, the German card manufacturer, has launched its first lines of cards and confectionery licensed from the iconic Smiley brand. 
eigenArt’s SmileyWorld cards and confectionery are based on the SmileyWorld internet icons, already popular among young people the world over and used in online communications. The 1200 icons – or emoticons – were re-designed two years ago to have a warmer, more hand-drawn look. They are grouped into 18 categories, covering every type of human emotion and eigenArt describes it as the most interesting social expression property on the market. The Smiley Collection card range appeals to fans of the original 1970s Smiley logo, a fashion icon with positive values. The cards feature ‘trick of the eye’ photography showing Smiley appearing in wildlife and landscape views. The products were exhibited at German trade fairs early this year and have been launched in Germany, Austria, Switzerland and Luxemburg. The Eigenart deal is part of a new, design-led initiative for the Smiley brand, which has already seen apparel, jewellery and fragrances launch into high-end international retailers across Europe. Smiley now targets three distinct consumer segments under three brand names: SmileyWorld, Smiley Collection and its collaboration with talented young designer Ora Ito. Firstly, Smiley Collection celebrates the icon’s vintage style and appeal and the first Smiley Collection lifestyle products, such as clothing and accessories, launched into high-end retailers in Europe last year. Secondly, SmileyWorld celebrates Smiley as a means for social expression and communication through its 1200 specially-created Smiley icons that ‘live’ online and are used by young people the world over to communicate. They can already be found on a wide range of licensed social expressions products and accessories. Smiley is also working on a range of books, art and craft products and toys that will use the Smiley icons in a more educational way, to help children to better understand emotions and express themselves. Thirdly, Smiley’s collaboration with industrial designer Ora Ito, sees products being developed using what the designer calls, Happy Therapy. For this, Ito incorporates technical features into the products that actually make you feel happier. The Smiley Fragrance, launched last year, is the first Happy Therapy product in the market; more are scheduled for launch this year. |
