WHEN HAVOC MEETS HAPPINESS, FEELINGS TAKE FLIGHT
Two of the world’s most recognisable digital brands are joining forces to bridge the gap between happiness and havoc in 2027. SmileyWorld® and Rovio Entertainment’s Angry Birds today announced a major global licensing partnership that will see the iconic Smileys take flight in Angry Birds digital and physical worlds.
This landmark collaboration serves as a cornerstone of the 30th Anniversary of The Smiley® Icons, seamlessly integrating into the brand’s year-long “Express Your World” campaign. By blending SmileyWorld’s 30 year message of emotional intelligence, with the high-energy, competitive spirit of Angry Birds, the partnership celebrates the full spectrum of human emotion through expressive play.
The synergy between SmileyWorld and Angry Birds is rooted in their status as two of the most significant IPs to emerge from the digital era. While SmileyWorld revolutionized the way the world communicates through digital shorthand, Angry Birds redefined the mobile gaming landscape, turning simple screen interactions into a global cultural phenomenon.
At the heart of this partnership is a shared DNA: Emotion. SmileyWorld has spent three decades championing positivity and EQ, while Angry Birds gave a face, and wings, to expressive emotions, allowing a fun and competitive edge to dealing with our emotions. Together, they represent the complete emotional journey of the modern consumer, proving that in a digital world, how we feel is just as important as how we play. This is more important than ever before with strong EQ being linked to better mental health and building better emotional connections across all generations.
Products
The collaboration also features exclusive Angry Birds & SmileyWorld consumer products hitting store shelves at key retail moments in 2027. This will include apparel, luggage and bags, paper products, accessories, and much more!
Games
Angry Birds games will celebrate with a month-long “Express Your World” Dream Pass and Unique Booster in Angry Birds Dream Blast, alongside a massive takeover in Angry Birds 2 via the “SmileyWorld Spell” and “Golden SmileyWorld Pig Challenge”.
Marketing
This is supported by coordinated campaigns across Angry Birds’ and SmileyWorld’s social channels, App Store page rebrand, YouTube content, PR campaigns, and paid ad visibility to engage a global audiences.
This marks the start of a huge year for both The Smiley Company and Rovio.
With Angry Birds 3 landing in cinemas on 23rd December 2026 and marketing rolling through 2027, excitement is set to build across the globe. The release will perfectly align with the start of The Smiley Company’s wider anniversary celebrations. 2027 will see the company celebrate 30 years since the world famous Smiley® icon was transformed into the Smiley® icons, revolutionising digital communication and allowing consumers around the world to express their emotions through individual icons.
Next year’s campaign will see the brand celebrate with major brand collaborations, retail campaigns and pop-ups, art trails visiting major cities around the world, and global PR and marketing campaigns across every market.
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