Shmoji characters can be threaded onto shoelaces, guitar strings, hairbands, bag straps and more for on the go personalisation and expression.

Toys2Market has announced that it has partnered with Shmoji as its UK & Ireland distributor.

The kids’ fashion brand encourages children to express themselves using fun and highly collectible emoji characters. With over 100 to collect, spanning themes from food and drink to pets, faces and icons, Shmoji characters can be threaded onto shoelaces, guitar strings, hairbands, bag straps and more for on the go personalisation and expression. Each blind bag contains four Shmoj and a collectors’ guide. The bags are also resealable and can hold up to 10 characters in total, so kids can take them to school or on holiday for swapping with friends and changing up their looks. Every Shmoji is also made from fully recyclable natural rubber. Retailers can opt for a colourful CDU that shows the product clearly, or go for the clip strip display option.

Nick Shaul, creator of Shmoji, said: “This is a great partnership. Toys2Market has the market reach we were looking for. There are so many Shmoji characters to collect, and I’m confident Toys2Market will help kids find and collect them all.”

James Triptree, managing director of Toys2Market, is equally as excited about the opportunity. He commented: “Jeremy, our general sales manager, has many years of experience in this product category. The product is fantastic, and we are looking at volume sales throughout all channels of distribution.”

For more information, contact Jeremy Pateman, general sales manager (jeremy@toys2market.com) or James Triptree (james@toys2market.com).