The First Lifestyle Brand Dedicated to Emotional Expression
The market leader and the first lifestyle brand dedicated to emotional expression, The Original Smileys™ is a creative universe filled with thousands of unique icons that make emotional expression easy and fun. Smileys provide a shortcut to understanding complex emotions and kickstarting meaningful conversations. With a comprehensive library of over 3,000 icons, SmileyWorld® is a treasure trove of emotional expression that embodies the spirit of the digital revolution.
From its inception in 1997 by Nicolas Loufrani, SmileyWorld has revolutionised digital communication, providing billions of people around the world the opportunity to express themselves instantly through innovative graphic icons. Over the past 30 years, the portfolio now includes 8 new icon styles, and icons in over 20+ categories covering emotions, food & drink, celebrations, nations, sports, transport, and much more!
The brand has quickly developed to become our global kids and family brand, celebrating individuality and leading as a creative innovator within the market. It’s playful, expressive, and with new style guides each season, it stays relevant to what kids and families want today.
In 2027, SmileyWorld will be celebrating 30 Years of Smileys, an anniversary celebrating the digital revolution and it’s part in showcasing emotional expression around the world. Find out more below.
This is an opportunity to create something truly special and unique
Together, through our collective efforts, SmileyWorld and our esteemed partners have empowered children to embrace their individuality and express themselves with unwavering confidence through the enchanting power of smileys. By harnessing the creative synergy between SmileyWorld and each partner, we have successfully established a platform where children can discover joy, freely express themselves, and cultivate a sense of belonging.
Reflecting on the impactful collaborations between SmileyWorld and esteemed brands like Nestle, Mondelez, H&M, Skechers, and others, it is clear that our previous work has left an enduring impression. By seamlessly blending the iconic smileys with the distinct styles and exceptional craftsmanship of these renowned fashion houses, we have crafted remarkable collections that continue to resonate with discerning individuals.
Since 1997, the Smiley Company has transformed a simple symbol into a rich visual language continuing to evolve, creating new styles to reflect shifting trends, technologies, and ways of expressing emotion. Today, Smileys are more than just faces – they’re a visual language, and an enduring reflection of joy, creativity, and human expression.
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 emotions, nature, characters, food and drinks, and flags, all of this has become the building blocks for what SmileyWorld 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 and future in a global celebration of creativity and emotional expression.
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