Product Creation

Innovating with Smiley's Expertise

At The Smiley Company, product creation goes beyond design—it’s about co-developing innovative, trend-forward products that align with evolving consumer demands. Through strategic partnerships, Smiley collaborates with brands to bring unique collections to life, ensuring they stand out in competitive markets.

With a proven track record of product innovation, sustainability leadership, and high-profile collaborations, The Smiley Company offers brands a unique opportunity to develop standout products that inspire consumers worldwide. From co-creation to sustainable production and exclusive launches, Smiley is a trusted partner in bringing bold ideas to life.

We have a proven track record of successes for every consumer group, from babies to pre-school kids, tweens, and adults of both genders.

Co-Development of Innovative, On-Trend Products

With decades of experience in brand licensing and product innovation, Smiley works closely with partners to co-create products that reflect current market trends while staying true to brand identity. By leveraging insights from fashion, lifestyle, and consumer behavior, Smiley helps brands develop fresh, exciting products that resonate with global audiences.

Key Benefits:
  • Support in product ideation and development
  • Integration of Smiley’s globally recognised branding
  • Access to trend forecasting and market insights

Success

Smiley has successfully co-developed trend-driven product lines with thousands of partners including brands like Tommy Hilfiger, Lacoste, and Moschino, as well as retailers like Benetton and Women’Secret leading to high-demand releases.

Exclusive Collaborations & Capsule Collections

Smiley’s expertise in brand partnerships extends to limited-edition collaborations that generate excitement and exclusivity. By working with leading designers, retailers, and brands, The Smiley Company helps create highly desirable, collector-worthy capsule collections that attract new audiences and drive engagement.

Key Benefits:
  • Exclusive product drops that generate buzz and anticipation
  • Collaboration opportunities with renowned designers and brands
  • Custom branding integration, ensuring unique storytelling

Success

The Smiley Company has partnered with brands like Loewe, Dr. Martens, and Balenciaga to launch exclusive, sell-out capsule collections, reinforcing its cultural relevance and market appeal.

Sustainable Design & Manufacturing Support

Sustainability is at the forefront of modern product development, and The Smiley Company is committed to helping brands adopt ethical and responsible practices. Through its Smiley Future Positive initiative, The Smiley Company offers guidance on sustainable materials, circular production models, and responsible sourcing, ensuring products are both innovative and environmentally conscious.

Key Benefits:
  • Expertise in eco-friendly fabrics, recycled materials, and ethical sourcing
  • Partnerships with sustainable manufacturers and suppliers
  • Guidance on aligning with UN Sustainable Development Goals (SDGs)

Success

Smiley has collaborated with brands such as Eastpak, Happy Soda, and MoEa, and many more, to create sustainable product collections, using recycled materials and improved production processes.

Find out more about Future Positive

"Product creation is about more than just design - it’s about innovation, and cultural relevance. We collaborate with brands, retailers, and manufacturers to develop trend-forward products that inspire consumers and drive meaningful connections."

Janet Martin, CPO - Lifestyle & Consumer Products Division