Eram and Smiley launch anniversary collaboration

Smiley has revealed a new collaboration with upscale footwear retailer Eram to create a limited edition collection of footwear and accessories to celebrate the anniversaries of both brands in 2017.

The yellow-tinted collection is described as "dedicated to those who celebrate happiness every day of their lives and are looking to share positive vibes."

This exciting new partnership will form a core part of Eram’s anniversary, as the French brand looks to celebrate 90 years since its founder Albert-René Biotteau launched the business in 1927. Today Eram has 400 stores in France and have chosen Smiley to help them celebrate this major landmark to create a collection entirely dedicated to spreading happiness to its customers.

“Eram is celebrating it’s 90th anniversary and what best to co-celebrate with the happiest brand in the world," commented Smiley CEO Nicolas Loufrani.

"Both brands share yellow as their common happy colour and this is the occasion to come up with a very exciting collection created by their incredible design team and a fantastic marketing activation co-created between the teams at Eram and Smiley. We are really happy to work with such professional people who understand how to bring value to their clients by making everything they do absolutely unique."

The footwear collection features a unisex range that will launch in time for back to school 2017. This launch will be supported by an extensive marketing and PR campaign which includes bespoke shop windows, POS, lifestyle imagery, press day and some gift with purchase products to reinforce the campaign at customer touch points.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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