29 August 2025
Mini Smiley®, the new pre-school brand from The Smiley Company, is celebrating the launch of its first fashion collaborations, headlined by a joyful new partnership with European fashion favourite Sinsay, and new products in collaboration with Simply Sage at Target in the U.S.
Mini Smiley’s debut collection with Sinsay brings its signature warmth and positive values to the European fashion brand. Together, they have created a playful, uplifting range of children’s apparel that captures the heart of the Mini Smiley world; soft colours, comforting designs, and gentle, joyful characters. The range features 7 SKUs including tops, t-shirts, leggings, joggers, and more.
At the same time, Mini Smiley has made a splash in the U.S. with a successful launch into Target, introducing families across America to the brand built on emotional bonding and imagination through a wide range of clothing options for boys and girls.
Rooted in the brand values of friendship, imagination, and kindness, Mini Smiley is designed to support emotional intelligence and self-expression through music and play for the youngest members of the family. The brand features adorable iconography, including character and animal icons with rosy cheeks and soft, welcoming features designed specifically to help babies and pre-schoolers emotionally connect with the characters. These thoughtfully crafted visuals support early development and recognition while spreading joy through every outfit.
“We’re incredibly proud to see Mini Smiley launch into the retail space and come to life through these two exceptional fashion partnerships,” said Ross Wilson, Chief Product Officer – Fashion at The Smiley Company. “Sinsay and Simply Sage share our belief in creating meaningful, joyful experiences for children. Together, we’re helping a new generation wear their happiness and grow up surrounded by kindness and creativity.”.
The products are available to buy in store or online at the respective retailers.
As featured by TheLicensingLetter.com. Read their full coverage of Mini Smiley Unveils First Fashion Partners.
About Mini Smiley
Mini Smiley® is a rich world powered by happiness and emotional bonding, inspired by the iconic SmileyWorld® brand. Rooted in music, play, and creativity, Mini Smiley encourages children to nurture their imagination and emotional intelligence, while celebrating friendship and kindness.
About The Smiley Company
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 The Smiley Company 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, The Smiley Company is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships include 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.