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Licensees Focus

UHU GETS STUCK ON SMILEY

29 Oct - 2019

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In a new limited-edition partnership with UHU, just launched at retail in France, Smiley’s world-famous icons come to life as glow-in-the-dark characters on UHU stic

UHU, a worldwide leading glue brand, teams up with SmileyWorld on a new promotion, that sees a selection of the most famous Smileys used on the packaging of a UHU stic limited-edition, featuring a special glow-in-the-dark effect on the labels of each glue stick.

The new partnership helps kids explore their emotions through play, underpinning UHU’s efforts to target kids in early school years.

Janet Martin Senior Global VP at Smiley, said, “It’s an exciting new launch for us and continues to strengthen SmileyWorld’s position in the stationery market. UHU is a world-class brand that utilises sustainable materials and natural ingredients while maintaining a design focussed and innovative approach that ensures their product stands out at retail. This authentic partnership introduces a range of micro-expressions to children, allowing them to explore a range of emotions and positive experiences through craft and creative projects.”

UHU and Smiley’s trademark bright yellow packaging features 8 of the most famous Smileys that come to life as glow-in-the-dark characters against a selection of engaging expressions for kids in comic book typography. The range is already selling well in leading stores across France since its launch in September and is being earmarked to extend into other European and International countries in the coming months. 

Frank Walther Senior Product Manager Corporate Marketing from UHU added, “This is an exciting partnership for UHU. The products attractive designs will resonate with the young target audience and strengthen UHU stic’s position globally with this demographic. We believe this partnership will help to create a closer emotional connection with the UHU brand and its products, as we roll the program out across many European and international countries.”


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