Celebrate A Digital Revolution with 30 Years of Smileys

For over 50 years, The Smiley Company has been spreading joy, creating emotional connections, and influencing culture. From the iconic Smiley face to a globally recognized brand, we’ve touched billions of lives through creativity, storytelling, and innovation.

In 2022, Smiley marked its 50th anniversary with a massive global campaign, reaching millions through over 60 brand collaborations, street art, pop-up shops, and more. The results were incredible: 15% increase in brand awareness, 32% rise in brand love, and over $521M in retail sales.

Now, we’re gearing up for an even bigger milestone in 2027 — the 30th anniversary of Smileys! We’re combining digital and physical activations to celebrate not just a brand, but a worldwide phenomenon.

In 1997, Nicolas Loufrani transformed his father’s legacy and revolutionized digital communication with the creation of Smileys and SmileyWorld. This change allowed the world to express emotions like never before, and since then, we’ve grown to include thousands of iconic designs across products, brands, and platforms.

Now, 30 years later, we’re inviting YOU – creators, gamers, innovators, and style leaders – to help us "Express Your World" in 2027. This is your chance to be part of something extraordinary, blending the past with the future and sharing in the global celebration of creativity and emotional expression.

• Iconic Archives & Collectibles: Access our extensive library of tens of thousands of Smileys icons. Endless opportunities to create personalized, collectible items catering to every demographic: age, gender, market tier, and lifestyle.

• Major Brand Collaborations: Join forces with top brands in animation, music, and gaming to produce one-of-a-kind content and activations.

• Retail Campaigns & Pop-Up Shops: Engage in global retail campaigns with both mass-market and high street chains, along with exciting pop-up events in top department stores.

• Celebration of Digital Culture: Dive into the history of internet culture and celebrate how Smiley has shaped digital IP. Powered by innovative digital partnerships and collaborations.

• Global Impact: Partner with over 100 global brands, suppliers, and retailers to launch exciting products and drive global marketing campaigns in key regions like the USA, UK, France, Mexico, China, and more.

This is just the beginning. We're looking for creators, marketers, and partners who are ready to make a mark and inspire the world with Smiley. Together, we’ll celebrate how emotional expression has evolved and continues to shape our world.

Are you ready to help us create something extraordinary for the 30th anniversary?

Fill out the form today and join us on this exciting journey!