605 Million+ Reach across All Social Channels

For over 50 years, Smiley has shaped the way we share happiness and express ourselves through iconic products found worldwide.

Smiley is an evergreen lifestyle brand that has through the years become the figurehead for a generation of new optimists, influencing musical generations, social movements, popular culture and the pursuit of positivity through creativity.

Over five decades later, Smiley has become more than just an icon, a brand and a lifestyle; it is now a spirit and a philosophy, reminding people just how powerful a smile can be.

Slightly more value-focused than high-end department stores. Ex: Kohl’s and Dillard’s.

Traditional, multi-category stores with mid-to-high price ranges. Ex: Macy’s, Bloomingdale’s, and John Lewis.

Broad online marketplaces, often with global reach. Ex.: Amazon, eBay, Alibaba, and Mercado Libre.

Stores focused on specific product verticals or hobbies.

Smiley 

605 Million+ Reach across all Social Channels 

Inspired by the iconic brand SmileyWorld, Mini Smiley is a rich world powered by happiness and teamwork.

Featuring a new iconography and distinct look featuring characters with bodies and larger heads as well as animals and other icons such as the moon, sun and stars. The Mini Smiley brand features three individual styles perfect for a wide range of products; 3D Style, 2D Style and a Line Art Style.

Mini Smiley presents an exciting opportunity to target babies & pre-schoolers across all product categories!

Large, big-box retailers that carry a broad range of products. Ex: Walmart, Target, and Tesco.

Extreme value-focused retailers offering low-priced goods. Ex: Dollar General, Family Dollar, and Poundland.

Sell surplus or out-of-season merchandise at lower prices. Ex: T.J. Maxx, Ross, Marshalls, and outlet malls.

Primarily food-focused, but often include general merchandise sections. Ex: Kroger, Whole Foods, and Carrefour.

Selling directly to consumers without 3rd-party retailers. Ex.: brand-owned e-commerce sites, subscription boxes (Dollar Shave Club), and brand pop-ups.

Virtual marketplaces that sell digital goods (NFTs, in-game items, etc.). Ex.: Fortnite Item Shop, Roblox, and Decentraland.

Mini Smiley

605 Million+ Reach across all Social Channels

1997: THE BIRTH OF THE FIRST IP COMING FROM A DIGITAL PHENOMENA

The market leader and the first lifestyle brand dedicated to emotional expression, SmileyWorld® is a creative universe filled with thousands of unique icons that make emotional expression easy and fun. Smileys provide a shortcut to understanding complex emotions and kickstarting meaningful conversations.

Smileys helped revolutionise technology and language, instigating a digital trend that now sees billions of graphics sent every day to convey emotions in text.
SmileyWorld® continues to create engaging products and creating positive conversations for market-leading partners that provide a unique platform for self-expression.





Stores focused on broad reach and/or price sensitivity.

SmileyWorld

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Developed from the infamous Smileys - S.W.Smiley is a hyper-expressive brand that breaks free from conventional norms, inspired by underground subcultures of the global streetwear scene. 

With hundreds of unique Smileys, it provides a gritty, defiant approach towards embracing the power of self-expression without compromise for young adults.

Brand Values; Innovative, Dynamic, Micro-Trend Led



S.W. Smiley 

605 Million+ Reach across Social Channels 

It all started for us back in 1997 - when Nicolas Loufrani had an idea to digitalise his Original Smiley design into a variety of emotions. His family were the people behind creating the Smiley brand.

Nicolas found a way to put the first Smiley on a cellphone in 1996, thanks to a partnership with Alcatel.

He then became (slightly) obsessed by the work of computer scientist Scott Fahlman, who had created ascii emoticons. Fahlman’s emoticons were a great idea, but no one could really work out what they meant, apart from a few... So Nicolas tried making sense of them, painstakingly translating these into a dictionary of 471 Smiley icons by 1999.
Everyone thought he was still mad or bored, but he knew that emoticons would become a great way of communicating for the future that they could open up doors in helping young people develop their emotional intelligence.

And guess what it did? He found it started to help people all around the world to communicate with each other.

Thanks to Apple and Unicode, these dreams became reality in 2007, when Apple launched their first iPhone. And thanks to this, emoticons would go on to revolutionize the way we communicate with billions of them sent daily on messaging devices.

Smiley

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