SmileyWorld and Line Friends detail collab plans cross apparel, accessories, homeware, pop-ups and more

SmileyWorld and Line Friends are teaming up for ‘Line Friends in SmileyWorld’, a collaboration launching in Mainland China this year that’s set to span apparel, accessories, homeware, pop-ups and more.

Both brands plan to develop a diverse range of lifestyle products across apparel, accessories and homeware, while also delivering immersive experiences through themed exhibitions, special pop-ups, and interactive activations.

The collaboration marks the first-ever partnership between the two IPs.