20 November 2025
The Smiley Company today announces Smiles Unwrapped, a 360° festive campaign spotlighting Smiley®, SmileyWorld®, and S.W.Smiley®, positioning the brands and over 30 global partners as go-to gifting destinations this holiday season. Designed to connect brands and consumers through uplifting, design-led storytelling, the campaign activates across social media, influencer collaborations and community engagement.
With holiday retail generating over a trillion dollars annually worldwide, Smiley sees this moment as a chance to spread positivity, spark meaningful connection and inspire joyful gifting choices. Targeting families, trendsetters, kids and teens, Smiles Unwrapped celebrates creativity, playfulness and feel-good moments.
Campaign highlights include:
This year’s campaign features a vibrant global gift guide shoot, showcasing partner collaborations in a bold, playful visual style. In addition, a premium content shoot in Bavaria will capture a timeless, design-led festive aesthetic, supported by Germany-based influencer collaborations.
Smiley will also host a series of social giveaways, offering exclusive product bundles and partner-led prizes that celebrate the joy of giving back to its community.
“This holiday season, we’re celebrating gifting in the truest sense, not just products, but spreading joy and positivity through our partner collaborations,” said Lorna Milliken, CMO at The Smiley Company. “Our partners are at the heart of this mission, and together we’re delivering a campaign that resonates with consumers across our social channels.”.
Partner products include:
As featured by LicensingSource.net. Read their full coverage of Smiley Launches ‘Smiles Unwrapped’ Holiday Campaign
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.
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.