03/01/2026
13 APRIL 2026, LONDON / HELSINKI – Two of the world’s most recognizable digital brands are joining forces to bridge the gap between happiness and havoc in 2027. SmileyWorld® and Rovio Entertainment Ltd.’s Angry Birds today announced a major global licensing partnership that will see the iconic Smileys take flight in Angry Birds digital and physical worlds. This landmark collaboration serves as a cornerstone of the 30th Anniversary of Smiley Icons, seamlessly integrating into the brand’s year-long “Express Your World” campaign. By blending SmileyWorld’s 30 year message of self expression, with the high-energy, competitive spirit of Angry Birds, the partnership celebrates the full spectrum of human emotion through expressive play. Digital Brands with a Shared Heritage of Emotion. The synergy between SmileyWorld and Angry Birds is rooted in their status as two of the most significant IPs to emerge from the digital era. While SmileyWorld revolutionized the way the world communicates through digital shorthand, Angry Birds redefined the mobile gaming landscape, turning simple screen interactions into a global cultural phenomenon. At the heart of this partnership is a shared DNA: Emotion. SmileyWorld has spent three decades championing positivity and self expression, while Angry Birds gave a face, and wings, to expressive emotions, allowing a fun and competitive edge to dealing with our emotions. Together, they represent the complete emotional journey of the modern consumer, proving that in a digital world, how we feel is just as important as how we play. “This collaboration between SmileyWorld and Angry Birds is incredibly meaningful to me. It comes at a special moment as we celebrate 30 years of SmileyWorld, and the role we’ve played in shaping a universal language of digital expression through Smiley icons. From the very beginning, our vision has been about how emotions can travel through screens and connect people everywhere. Angry Birds has had a similarly profound impact – helping billions of people become familiar with the functions of a smartphone through intuitive, emotional gameplay. Together, we represent two powerful forces that emerged from the digital world and went on to influence global culture in a meaningful way. The collaboration is part of our broader vision for the anniversary: celebrating the companies that started in digital and transformed how people interact, feel, and communicate. It’s a celebration of creativity, emotion, and the power of simple ideas to reach billions. Bringing these two worlds together feels both natural and symbolic. It’s about honouring the past – and inspiring the future of digital culture,” comments Nicolas Loufrani, CEO, The Smiley Company. “SmileyWorld and Angry Birds are like two sides of the same coin. While the former is all about happiness and the latter embodies explosive emotion, both have a core of highlighting the importance of our inner worlds. Our collaboration is all about embracing the full spectrum of our feelings. By allowing every emotion – from joy to anger – to take flight, we recognize them as a source of energy, guidance, and strength. Ultimately, this partnership is an invitation for fans everywhere to connect with one another meaningfully through expressive play. We’re excited to bring Smiley into our games and bring to market a selection of licensed products to delight consumers,” says Hanna Valkeapää-Nokkala, VP, Transmedia at Rovio Entertainment Ltd. Digital Integration. “Emotions Unleashed” is powered by a 360° marketing engine, delivering a fully integrated global campaign designed to drive both brand heat and retail conversion. The initiative comes to life through immersive in-game integration and will see SmileyWorld icons featured within Rovio’s hit free-to-play titles, Angry Birds 2 and Angry Birds Dream Blast, for a limited period. The collaboration will see additional marketing support through content and media amplification including YouTube collaborations, a global PR campaign, influencer and social storytelling, and paid media amplification, all working together to maximize reach and engagement. Beyond the Screen. Beyond the digital realm, the collaboration will feature a comprehensive licensing program focusing on categories that resonate with consumers and retailers, translating digital engagement directly into physical product demand through a strategic consumer products approach that includes co-branded collections across key categories and limited-edition drops aligned with campaign peaks, supported by tiered product strategies. Central to this are exclusive style guides built around the “Emotions Unleashed” concept, brought to life through a creative direction defined by bold, expressive visuals, a dynamic blend of playful destruction and positivity, and a highly shareable, youth-driven design language. A Big Year for The Brands. This marks the start of a huge year for both The Smiley Company and Rovio. With The Angry Birds Movie 3 landing in cinemas on 23rd December 2026 and the ‘Express Your World’ Campaign rolling out through 2027, excitement is set to build across the globe. The release will perfectly align with the start of The Smiley Company’s wider anniversary celebrations. 2027 will see the company celebrate 30 years since the world famous Smiley® was transformed into the Smileys®, revolutionising digital communication and allowing consumers around the world to express their emotions through individual icons. Next year’s campaign will see the brand celebrate with major brand collaborations, retail campaigns and pop-ups, art trails visiting major cities around the world, and global PR and marketing campaigns across every market.