10 November 2025
Bon Ton Toys and Smiley® Join Forces to Spread Joy in Plush Form
Amsterdam, 10 November, 2025 – Bon Ton Toys, the heritage plushmaker known for its high-quality, sustainable, and characterful creations, proudly announces its newest global license partnership with Smiley®, the world’s famous icon of positivity. This collaboration marks an exciting expansion of Bon Ton Toys’ lifestyle-driven plush portfolio, blending timeless craftsmanship with Smiley’s unmistakable optimism.
Since 1933, Bon Ton Toys has delivered joy, comfort, and connection in every plush, crafting products that are loved by children, cherished by collectors, and designed with care for the planet. Now, through its partnership with Smiley®, the brand continues its mission of “Great Plush. Better World.” with a collection that celebrates happiness in every stitch.
For over 50 years, Smiley® has been a brand that has celebrated positivity and optimism. Combined with Bon Ton Toys’ 90+ years of plush expertise and commitment to sustainability, the partnership introduces a range of Smiley® plush designed to spread joy while caring for people and the planet.
The first collection features eco-friendly corduroy, fuzzy finishes, and playful keychains; collectible designs that translate Smiley’s iconic energy into huggable companions. Like all Bon Ton Toys plush, the Smiley range is crafted with quality and care, made to last a lifetime of love.
“At Bon Ton Toys, we believe in creating plush that does more than comfort, it connects people, sparks joy, and supports a better world,” said Michael Hendriks, CEO of Bon Ton Toys. “Smiley is a true cultural icon of optimism, and we’re thrilled to bring that spirit into plush form. Together, we’re creating products that don’t just make people smile – they remind us that joy, kindness, and connection matter now more than ever.”
Janet Martin, Chief Product Officer, Lifestyle Consumer Products, for The Smiley Company said, “We’re absolutely thrilled to see this new collaboration with Smiley and Bon Ton Toys come to life. This plush perfectly epitomises our goal in creating amazing products that bring joy and positivity to consumers across the world.”.
The Bon Ton Toys x Smiley® collection will be available globally, joining the company’s growing lineup of licensed plush including Miffy, Peanuts, and WWF. With this launch, Bon Ton Toys strengthens its position as a lifestyle brand at the heart of design, play, and conscious living.
About Bon Ton Toys
Since 1933, Bon Ton Toys has crafted characterful plush that deliver joy, comfort, and connection to people of all ages. With a commitment to sustainability stitched into everything it does, Bon Ton Toys is trusted worldwide for its high-quality plush brands and global licenses, including Miffy, Peanuts, WWF, and now Smiley®. From Amsterdam to everywhere – joy, packed into plush.
About Smiley®
Spread Happiness Worldwide, Inspire Brands, Touch Hearts!
For over five decades, Smiley has been the beacon of joy and positivity across the globe. Since its inception in 1972, Smiley has evolved into an iconic brand of happiness, uplifting spirits wherever it goes.
Embraced by individuals and brands alike, Smiley’s universal appeal has led to countless innovative partnerships, crafting products, promotions, and campaigns that resonate with audiences worldwide.
Partnering with Smiley means joining a league of creatives, celebrating uniqueness and inspiration. Our collaborative approach births premium collections, exclusive capsules, and esteemed collaborations with leading global brands.
As featured by TotalLicensing.com. Read their full coverage of Bon Ton Toys and Smiley Join Forces to Spread Joy in Plush Form