Samsung & Smiley

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Innovation Meets Optimism

Combining cutting-edge innovation with uplifting design.

Over the space of two separate collections, Samsung, a global technology leader, joined forces with Smiley, to create a collaboration that merges cutting-edge innovation with uplifting design. This partnership celebrates creativity, self-expression, and a shared commitment to enhancing everyday experiences through technology and style. 

Key Points of the Collaboration

* Exclusive Product Designs – The Samsung & Smiley collaboration introduced limited-edition tech accessories featuring Smiley’s signature playful designs.

* Positive Brand Messaging – By incorporating Smiley’s iconic imagery, Samsung reinforced its commitment to promoting positivity and creativity within the digital lifestyle space.

* Innovative User Experience – Custom Smiley themes, wallpapers, and interactive features were integrated into Samsung’s devices, providing users with a fun and engaging interface.

The Initial Smiley Edition

The partnership between Smiley and Samsung has brought forth a meticulously curated selection of accessories, showcasing a forward-thinking approach to 3D design. The Smiley Edition collection offers a range of options to cater to a diverse taste, including:

  • NFC Cards
  • Wireless Charger
  • Gadget Grip
  • Cover For Galaxy Buds2 Pro
  • Envelope Case For Galaxy Tab S9 +
  • Envelope Case For Galaxy Tab S9
  • Envelope Case For Galaxy Tab S9 Ultra
  • Popticle Case For Galaxy Fold5
  • Eco-Friends Case For Galaxy Z Flip5

Notably, the Galaxy Z Flip5 showcases unique theming on the cover screen, home screen, app icons, and more, adding a touch of individuality to your device. 

The Smiley Edition 2.0

Following the success of their initial collaboration, Smiley and Samsung unveiled The Smiley Edition 2.0, an extended collection of accessories that continued to celebrate positivity and creativity. The new range introduced an array of iconic products designed to elevate your tech experience.

The Smiley Edition 2.0 builds upon the success of the initial collection, maintaining the high standards of 3D creative design. The new products continued  to reflect the forward-thinking approach of Smiley Studio, embracing futuristic aesthetics and staying true to the metaverse trend.

This edition also features:

  • Eco-Friends Case & Digital Theme for the Samsung Galaxy S23, S24+, and S24 Ultra
  • Expanded Flipsuit Cards line with 3 new designs
  • A new Grip Tok gadget with Smiley design
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Samsung Friends

A global advertising campaign reaching millions of consumers around the world

Smiley were chosen to be part of Samsung’s global advertising campaign titled Samsung Eco-Friends. Featuring a range of  creative monsters, it highlighted the collaboration and different Smiley designs, alongside brands like:

  • Keith Haring
  • Batman
  • Hershey’s
  • Mickey Mouse
  • Star Wars
  • BTS
  • The Rolling Stones
  • Queen
  • The Simpsons and many more.

Campaign Success

Outreach & Engagement

  • Social Media Buzz – The campaign leveraged Samsung and Smiley’s massive online communities, generating millions of impressions through influencer collaborations, branded content, and user-generated posts.
  • Influencer & Celebrity Endorsements – High-profile influencers and celebrities showcased the collection, amplifying its reach and driving desirability among younger demographics.

Growth & Sustainability

  • Sustainability & Innovation – The Samsung 2.0 collaboration focused on eco-friendly materials and digital experiences that align with both brands’ sustainability initiatives.
  • Long-Term Brand Synergy – The collaboration has strengthened Samsung and Smiley’s positioning as brands that inspire joy, creativity, and innovation, laying the groundwork for continued partnerships in the future.

Retail Success

  • Global Availability – The Samsung & Smiley collections launched across major online and physical retail stores, including Samsung Experience Stores, department stores, and fashion boutiques.
  • Sell-Out Success – Due to high demand, select items from the collection quickly sold out, reinforcing the collaboration’s appeal for The Smiley Edition 2.0 and beyond.
  • Strategic Placement – The partnership benefited from premium in-store placements and digital marketing campaigns, ensuring strong visibility and consumer interest.

Outreach & Engagement

  • Social Media Buzz – The campaign leveraged Samsung and Smiley’s massive online communities, generating millions of impressions through influencer collaborations, branded content, and user-generated posts.
  • Influencer & Celebrity Endorsements – High-profile influencers and celebrities showcased the collection, amplifying its reach and driving desirability among younger demographics.

Growth & Sustainability

  • Sustainability & Innovation – The Samsung 2.0 collaboration focused on eco-friendly materials and digital experiences that align with both brands’ sustainability initiatives.
  • Long-Term Brand Synergy – The collaboration has strengthened Samsung and Smiley’s positioning as brands that inspire joy, creativity, and innovation, laying the groundwork for continued partnerships in the future.

Retail Success

  • Global Availability – The Samsung & Smiley collections launched across major online and physical retail stores, including Samsung Experience Stores, department stores, and fashion boutiques.
  • Sell-Out Success – Due to high demand, select items from the collection quickly sold out, reinforcing the collaboration’s appeal for The Smiley Edition 2.0 and beyond.
  • Strategic Placement – The partnership benefited from premium in-store placements and digital marketing campaigns, ensuring strong visibility and consumer interest.

The Smiley Edition 2.0 is a true reflection of our commitment to spreading positivity and creativity. Partnering with Samsung, a brand known for its innovation and forward-thinking approach, has allowed us to create fresh, modern graphics inspired by our iconic Smiley. These designs capture how the Smiley Studio envisions the spirit of Samsung. Together, we’re bringing bold, exciting products to life, elevating the global tech experience in a way that truly resonates with consumers”

Nicolas Loufrani, CEO, The Smiley Company