Smiley® Brand Collaborations
Since 1971, Smiley® has collaborated with the world's most iconic brands across every category - from haute couture, streetwear, fine jewellery, food & beverage, beauty and homeware. With over 450 licensees operating in 155+ countries, Smiley® is one of the world's most prolific collaboration brands.
What makes Smiley collaborations distinctive is the creative process behind them. A 50-person in-house design studio works directly with each partner, producing over 50 exclusive style guides and product pitches each season. Every collaboration is tailored to the partner's brand identity, consumer base, and market ensuring that Smiley's iconic positivity enhances rather than replaces each partner's DNA.
Luxury
Smiley has a rich presence in the luxury market, partnering with houses and ateliers that bring exceptional craftsmanship to the brand's distinct visual language.
Richard Mille: A $1.2 million timepiece combining Richard Mille's legendary watchmaking with Smiley's iconic design. One of the most valuable branded collaborations in the licensing industry.
Messika: A 7.90-carat diamond necklace from the Parisian high jewellery house, featuring Smiley in white gold and diamonds.
Loewe: The Spanish luxury house incorporated Smiley into leather goods and ready-to-wear, blending Loewe's artisanal heritage with Smiley's pop-culture energy.
Balenciaga: Demna Gvasalia's Balenciaga brought Smiley into high-fashion streetwear, merging avant-garde aesthetics with Smiley's universal positivity.
Moschino: Jeremy Scott's playful creative direction found a natural partner in Smiley, producing bold collections that embodied both brands' irreverent spirit.
Anya Hindmarch: The British luxury accessories designer featured Smiley in her signature leather goods and sticker collections.
Montegrappa: The Italian luxury pen maker created limited-edition Smiley writing instruments.
Bismut & Bismut: The French furniture designers created luxury homeware featuring Smiley's iconic design.
Design, Fashion, Sport & Street
Raf Simons: High-fashion reinterpretation of Smiley.
Karl Lagerfeld: 50th anniversary collaboration: gender-neutral collection with Lagerfeld's signature silhouette reimagined with Smiley.
Dsquared2: Italian fashion collaborations.
Armani Exchange: 50th anniversary collaboration for Fall/Winter 2022.
Tommy Hilfiger: Preppy-meets-positivity collections.
Kangol: Headwear collaborations.
Adidas: Multiple collections across footwear, apparel, and accessories, merging Adidas's sports heritage with Smiley's positivity.
Puma: Collaborative collections spanning streetwear and sportswear.
Reebok: Joint footwear and apparel collections.
Ellesse: Heritage sportswear collections.
Fila: Retro-inspired collaborative ranges.
Lacoste: Classic sportswear collaborations.
Supreme: Streetwear collaborations with the iconic New York brand.
Eastpak: Backpack and accessories collaborations.
Retail Partners
These are partnerships where Smiley® and SmileyWorld® products are produced for and distributed through major fashion retail chains. Unlike brand collaborations, DTR partners are retail distribution channels carrying Smiley-branded ranges designed for their specific consumer base.
H&M: Seasonal collections bringing Smiley to a global high-street audience.
Zara (Inditex): Fashion ranges across multiple seasons.
Gap: Kids' and adult collections featuring SmileyWorld®.
American Eagle / Aerie: US market ranges.
Orchestra: French baby and kidswear.
Reserved: Central and Eastern European kidswear.
Beauty
Urban Decay: Cosmetics collaboration bringing Smiley's vibrant energy to the beauty counter.
3CE :Korean beauty collaboration with the cult-favourite brand, including the iconic Smiley makeup collection.
Revolution Beauty: Current collaboration with the accessible beauty brand, including palettes and colour cosmetics.
L'Oréal: Partnerships across the L'Oréal portfolio.
Jewellery & Accessories
Thomas Sabo: Current SmileyWorld® charm pendant collection in sterling silver.
Fossil: Watch and accessories collaborations.
EYEFUNNY: Luxury diamond jewellery from Japan featuring Smiley® designs, worn by figures in hip-hop and fashion.
Food & Beverage
Nestlé / Vittel: Water bottle collaborations featuring SmileyWorld® designs.
Mondelez (Cadbury): Cadbury Lickables and Gems with Smiley packaging and collectible toys across Asian markets (Indonesia, Malaysia, Philippines, India).
Happy Soda (Happy Drinks Group): Zero-sugar, all-natural soft drinks in a Smiley-branded range.
McDonald's: Promotional partnerships.
Homeware & Lifestyle
Mr Maria: Design studio lamps and lighting.
MoEa: Sustainable sneakers as part of Future Positive.
Pilot: G2 Premium Gel Roller Pens x SmileyWorld® collection.
Postery: Art print collaborations.
Technology
Samsung: Multiple collaborations across phone accessories and digital content, spanning two separate collections.
Nokia: The pioneering telecom partnership from 2002 that brought graphic Smiley icons to 178 million devices worldwide.
SKIDOS: SmileyWorld Colours, a neurodivergent-friendly educational colouring app for children.
Social Impact Collaborations
The Bicester Collection: Partner on the Happier Schools Project, promoting emotional intelligence in children worldwide
(RED): Smiley Sha(RED) campaign supporting the fight against preventable diseases.
Choose Love: Collaboration supporting refugee causes.
For Partnership and licencing enquiries:
For partnership and licensing enquiries: Collaborate with The Smiley Company
For case studies and partnership outcomes: Case Studies
