SmileyWorld Back-to-School Campaign Spotlights Partners

SmileyWorld Shines a Spotlight on Key Partners in Social-Led Back-To-School Campaign

Back-to-school season isn’t just about books and timetables – it’s a whirlwind of emotions, big dreams, and fresh starts. SmileyWorld is here to celebrate every feeling and turn it into a bold style statement! With expressive designs that promote individuality, it’s about making back-to-school shopping more exciting – from what you wear to how you decorate your space and what you carry to class. However you’re feeling, SmileyWorld helps you show up feeling truly you.

This summer, SmileyWorld is launching a vibrant, social-first campaign filled with positivity and real emotion, aimed at supporting back-to-school shoppers and providing kids and teens a fun way to express themselves. The campaign, which is created by the Smiley Studio Marketing Team, who work alongside the fantastic line-up of partners on the content, features playful themed content and global influencer collaborations and is promoted in all key markets. All of the content will focus on kids, tweens, and teens in key markets like North America and Europe. 

SmileyWorld has taken the Back-to-School campaign to the next level by seamlessly integrating key fashion partners into the heart of an influencer content approach, aligning with hero Back to School stationery and accessories partners to create a cohesive and compelling 360 story. 

The participating partners include:

• Yoobi – A mission-led brand offering colourful, high-quality school supplies, including stationery and accessories. The range launched exclusively at Target on June 17th.
• Paso Polska – Known for backpacks and lunch boxes featuring positive slogans like “Good Mood Kinda Day.” These products will be available through a social media competition.
• SAFTA – Offers a range of bags and pencil cases, including a stylish SmileyWorld backpack in two colourways, designed especially for girls.
• Libesa – A fun stationery and accessories brand offering a playful range of SmileyWorld paper products.
• Hippo Blue – Believing every child is the hero of their own story, this brand offers personalised bags, lunch boxes, and bottles to promote positivity and smiles.
• HiShield – An electronics accessories brand featuring SmileyWorld’s iconic designs, bringing fun and personality to children’s tech essentials.
• Palphot – Offers a coordinated range of back-to-school accessories and gifts for girls, combining style and functionality.
• Anello – Known for a more sophisticated take on back-to-school, offering fashion-forward bags and backpacks with a modern edge.

The collaborations with key fashion partners; H&M, River Island, Zara, Next, and M&S help deliver the full SmileyWorld look, empowering a young community to showcase their personal style with confidence and creativity. As SmileyWorld develops each piece of creator content with the influencers, they are aiming for the UGC to not only highlight our partners’ apparel and BTS accessories but also reinforces the core SmileyWorld values of creativity, individuality and optimism.

These campaigns align with The Smiley Company’s strategy to support all of their partners & licensees through key commercial moments. All campaign content can be viewed across SmileyWorld’s social media channels, so stay tuned for plenty of inspiration, fun, and smiles!

As featured by LicenseSource.net. Read their full coverage of the SmileyWorld Back-to-School Campaign Spotlights Partners

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About SmileyWorld®
A brand owned by The Smiley Company. SmileyWorld is a market leader and the first lifestyle brand dedicated to emotional expression, The Original Smileys™ 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. With a comprehensive library of over 3,000 icons, SmileyWorld® is a treasure trove of emotional expression that embodies the spirit of the digital revolution. 

Featuring four teams of passionate specialists, with specialist category-specific knowledge and bringing concrete brand values and creative expertise to everything we do, we help ambitious and authentic brands stand out from the competition. By adapting our message to your audience and providing exclusive concepts that keep you fresh and relevant, we can help you harness the power of the smile to lead the world toward a future we all want to be a part of.

In 2027, SmileyWorld will be celebrating 30 Years of Smileys, an anniversary celebrating the digital revolution and its part in showcasing emotional expression around the world. Find out more at www.thesmileycompany.com. 

About The Smiley® Company:

The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.

Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972. 

Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.

In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.

Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Basketball – a cultural icon.

Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.