Mini Smiley is a playful new brand inspired by the iconic SmileyWorld, specially created for babies and preschoolers. It nurtures imagination through music and play, encouraging little ones to explore their creativity. Featuring charming new artwork, adorable animals, and lovable characters with rosy cheeks and the signature Smiley eyes and smile, Mini Smiley helps every child connect, express themselves, and celebrate their unique personality and emotional growth.
Mini Smiley is being launched as a fresh and exciting offering for both children and parents, building on our legacy of creating engaging products that showcase our distinctive and innovative artwork—both at retail and beyond. Supported by a content series from leading animation studio PGS Entertainment, the brand holds strong potential across a wide range of categories, including plush, apparel, accessories, toys, STEM products, food and beverages, and more.
We aim for an introductory product line featuring high-quality plush and toys, including versions with integrated music. We’ve secured rights to an array of popular tunes, including “YMCA,(Village people) ” and are close to adding timeless hits such as “What a Wonderful World,(Louis Armstrong)” “Happy,(Pharrell Williams)” and “L-O-V-E.(Nat King Cole)” These selections align with our carefully chosen themes—animals, unicorns, bedtime—that resonate with retail trends and create immersive, branded experiences.
The Smiley Company’s legacy of creating engaging consumer products guides our vision combined with PGS Entertainment’s experiences on leading animated brands. We aim to partner with like-minded entities to forge a high-profile program, leveraging our retail team’s established relationships with key market players.
You're invited to Express Your World with us in 2027!
In 1997, Nicolas Loufrani transformed his father’s legacy and revolutionized digital communication with the creation of Smileys and SmileyWorld. He created icons for animals, babies, and planets, all of this has become the building blocks for what Mini Smiley is today, featuring fully fledged characters with personalities that children identify with.
Now, 30 years later, we’re inviting YOU – creators, gamers, innovators, and style leaders – to help us “Express Your World” in 2027. This is your chance to be part of something extraordinary, blending SmileyWorld’s past with Mini Smiley’s future in a global celebration of creativity and emotional expression.
Mini Smiley will be taking part in the celebration with a range of digital activations, products, and much more! Find out more below.
"*" indicates required fields
