Every expression, every connection, and every creative spark began with The Original Smiley®.
At the heart of our global movement is The Original Smiley® brand, the foundation that inspired the evolution of SmileyWorld® into a global language of expression. As we look forward the future, our campaign, Start with a Smiley®, reaffirms this timeless icon as the ultimate brand of optimism and creativity.
2027 marks the 30th Anniversary of SmileyWorld®, a cultural milestone that creates a powerful halo of visibility for Smiley® and every one of our partners. Start with a Smiley serves as the definitive bridge to this celebration, building momentum and attracting new opportunities for 2027 and beyond.
Brand Awareness – The Icon of Optimism
Reinforcing Smiley’s heritage as the original symbol of positivity and creative expression.
Consumer Mindset – Identity & Expression
Giving Gen Z and Millennials the tools to use optimism as a form of self-identity.
Partner Growth – The Business of Joy
Empowering retailers and licensees to activate optimism as a tangible business driver.
Inspiring Change – Collective Progress
Championing optimism as a force for resilience, sustainability, and social impact.
START WITH A SMILEY®
Bringing The Campaign To Life
From immersive physical spaces to cutting-edge digital interaction, the 2027 campaign is a 360-degree experience.
We provide our partners with everything they need to ensure the campaign drives measurable results.
Comprehensive Toolkit
Access to exclusive branding, POS materials, and style guides.
Product Integration
Opportunities to integrate partner products in to activations like House of Smiley and content.
Digital Content Series
Digital-first video assets spotlighting artists and creators, ready for social integration.
Influencer Support
We connect brand partners with carefully selected ambassadors to maximise reach and credibility.
Social Templates
Social-first templates designed for rapid deployment across TikTok and Instagram.
It’s a global celebration of positivity through culture, creativity, and community, an invitation to express their identity through the world’s most iconic symbol.
It’s a flexible, scalable platform you can activate with accessible assets, events, and seasonal storytelling. Partners benefit from the massive visibility & halo of the 30th anniversary while actively contributing to and shaping the Smiley® story.
