23 April 2025
Following the success of the previous three iterations of House of Smiley, next week The Smiley Company will hold the fourth iteration of the campaign, House of Smiley Western, by hosting an influencer villa, culminating with the influencers then heading on to attend a country music festival.
House of Smiley
Born from the iconic Smiley brand, the House of Smiley Campaign has been spreading joy and positivity through a series of unforgettable events across the globe, highlighting Smiley’s connection to fashion, music, and lifestyle. Since launching last year, House of Smiley has visited Coachella in the California desert, the vibrant island of Ibiza, and Les Deux Alpes for Rise Festival for a festive edition in the snow. The concept from the start to showcase influencers living out the Smiley ethos, transforming locations into an inviting Smiley atmosphere involving our brilliant brand partners.
The previous House of Smiley events have seen an impressive global reach of 49.5M and a combined engagement of over 830k, with the event continuing to grow the channels and drive awareness to the wide breadth of Smiley Partners. With over 60 partners providing products to the events so far, it provides an opportunity to truly celebrate the identity of the Smiley and capture the very essence of what Smiley stands for.
Why House of Smiley Western
With the ever-rising popularity of the genre, country music has been in the spotlight for both music and fashion, and to align with the festival this edition of House of Smiley is taking that country theme to heart, highlighting that Smiley is for everyone and all genres. Whilst the influencers will be attending a country music festival they will also be celebrating true Americana in a traditional California ranch villa, with a Pioneertown visit, vintage car shoot, and a visit to the Compton Cowboys, and much more.
Compton Cowboys Collaboration
House of Smiley has also worked on an exclusive merch collaboration with Compton Cowboys, to promote the initiative and drive attention to the incredible work that they do within the local area and beyond. Compton Cowboys work with horses to provide a positive influence on inner-city youth, paying homage to Black-Americans in western and equine heritage and being a force for positive change, through dedication and collaboration. The collaboration will feature exclusive merchandise for House of Smiley guests, and will also include a content series that promotes the combined values of both brands, as well as content for the next installment of We Are All Original campaign.
Celebrating Smiley Partners
Alongside the Compton Cowboys exclusive merchandise, House of Smiley guests will also have access to a wide range of Smiley partner products, these include:
adidas, Aerie, Arsamar, Bbase, Biancoperla, Eastpak, Etam, H&M, Haden, Happy Soda, Hoptimist, Loqi, Maison Deux, Market Studios, MoEa, Mr Maria, Naraporn, Podevache, Postery, Pull & Bear, Sackcloth & Ashes, Samii Ryan, Smiley Wines, SUCK UK, WEAT, Zalando, and Zara.
All of the brands will be highlighted in a range of influencer and owned social media posts, to a huge audience, showcasing the creativity, excellence and vibrancy of the products. Smiley has also partnered with Beyond Retro, aligning with Smiley’s commitment to sustainability and reuse, as they provided laser etching for their pre-loved/ vintage collection to promote the event.
A True Celebration of Smiley Values
House of Smiley is a true celebration of music, art, and lifestyle that captures the very essence of what Smiley stands for. This initiative goes beyond simple events; creating moments that leave a lasting impact, and celebrating a global community that shares Smiley’s passion for spreading joy and positivity.
As featured by TotalLicensing.com. Read their full coverage of Smiley Launches House of Smiley Western.
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.
With dedicated teams of specialists, we infuse every project with expertise, ensuring your brand stands out authentically. By tailoring our message to your audience and delivering exclusive concepts, we help you stay fresh and relevant in today’s dynamic market.
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.
Key Data:
Retail Partners:
Licensees:
Over 531 across key categories; Fashion & Accessories. Home & Gifting. Hi Tech. Health & Beauty. Stationery & Publishing. Toys and Games. Food & FMCG. Jewellery & Watches