German family and lifestyle brand LÄSSIG has launched its first licensed collection through a collaboration with SmileyWorld®. Available now, the LÄSSIG x SmileyWorld® collection is aimed at children aged one to six and marks a new chapter in the brand’s development.

Built around the “Keep Smiling” message, the collection combines recognisable SmileyWorld® graphics with products designed for nursery, travel and everyday family use.

The line includes lunch boxes, drinking bottles, socks, beanies and rucksacks in bright colourways and playful, high-recognition motifs. The Tiny rucksack is positioned as the hero product. It features a large main compartment, an internal bottle holder, adjustable padded shoulder and chest straps, a padded back panel, water-repellent outer fabric and an integrated name tag.

The collaboration gives LÄSSIG a distinctive licensed offer across key preschool accessory categories, while SmileyWorld® branding provides strong shelf recognition for retailers.

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