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Graphical abstract A series of novel Y-shaped dyes bearing the D–π–A–π–D fragment comprising central 2-alkoxy-or 2-alkylthio-substituted pyrimidine core and terminal 2-(1-methyl-1 H -pyrrol-2-yl)vinyl moieties have been synthesized and studied as potential materials for the organic electronics. The obtained compounds demonstrated an efficient absorption at ∼410 nm with the high molar absorption coefficient (29790–40620 dm3 mol−1 cm−1) and fluorescence emission at ∼480 nm (Φ F ∼ 7.5–8.6%). Thin films of 2-ethyloxy- or 2-ethylthiopyrimidines exhibited the red-shifted photoluminescence (∼600 nm). [ABSTRACT FROM AUTHOR]