Building licensing & brand partnerships to drive engagement, market expansion, and long-term success.
At The Smiley Company, our Licensing & Brand Partnerships division helps brands harness the power of our iconic Smiley brands; Smiley®, Smiley World®, Mini Smiley®, S.W. Smiley®, SmileySport®, Newmoji® — to create unique, high-impact collaborations that drive engagement, market expansion, and long-term success. We work with global partners across fashion, lifestyle, home, health and beauty, toys, food and beverage, publishing, entertainment, tech, and retail to develop products and experiences that resonate with consumers and enhance brand value.
We support our partners by categorising them into two segments: fashion and lifestyle consumer products. Each is guided through a comprehensive critical path to successfully bring their products to market. This process includes in-depth brand inductions, regular product development and creative meetings, trade and consumer marketing planning, and post-sales performance analysis.
The Smiley Company has a truly unique offering, providing multiple brands that can reach every demographic. This enables them to provide brand collaborations, and co-branding opportunities, that other brands cannot. Whether it’s cross category opportunities, or signature collections, these products make an impact and cut through at retail.
The Smiley Company has successfully partnered with hundreds of brands and over 1500 licensees, creating exclusive product lines that blends playful optimism with each brand’s unique aesthetic, and unique marketing campaigns to engage with audiences worldwide and spread our values.
With decades of experience in licensing, The Smiley Company offers comprehensive licensing solutions that allow brands to integrate Smiley into new product categories and markets. Our expertise spans fashion, accessories, beauty, home decor, food & beverage, toys, entertainment, and more, ensuring that partners can expand their reach and diversify their offerings.
From £2 Smiley shaped burgers with Iceland to SmileyWorld activewear and footwear with adidas, and up to a €1.1million watch with Richard Mille, we consistently help brands bring exciting new products to market. All backed by the power of our globally recognised trademark, and unique storytelling centred around positive values that have inspired global audiences for decades.
Partnerships extend beyond licensing — supporting retail distribution strategies to ensure Smiley-branded products get maximum visibility in the right markets. Whether through exclusive retail activations, in-store promotions, online campaigns, or pop-up experiences, helping partners to maximise sales potential and strengthen retail presence.
The Smiley Company launched high-impact retail activations in major stores like Urban Outfitters, Nordstrom, and Galeries Lafayette. And in China standalone Smiley stores reinforcing brand awareness while driving consumer excitement and engagement.
