By Gary Symons
TLL Editor in Chief
For the first time in its five-decade history, Smiley is changing its iconic yellow face to red, thanks to a partnership with the charity RED.
The globally recognized symbol of positivity has partnered with RED, the nonprofit founded by U2 singer Bono and Bobby Shriver in 2006, to launch a creative collaboration with a life-saving purpose. The partnership, which officially kicks off in 2026 to mark RED’s 20th anniversary, aims to raise funds for programs supporting women and girls in vulnerable communities.
The partners say the initiative will form the heart of a global campaign that combines joy, design, and impact. It will also be a flagship effort within the Smiley Movement’s Matchmaker for Good program, which connects purpose-driven brands to co-create products that promote social change.
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“This is a call to creative, values-led partners to design with purpose and impact,” said Smiley CEO Nicolas Loufrani. “Together, we can harness the emotional power of a smile to create change where it’s needed most.”
As part of the campaign, participating brands will have the opportunity to develop capsule collections and limited-edition products featuring a special Smiley x RED mark. These products will be integrated into a global cultural calendar with planned activations tied to International Day of Happiness, Pride Month, fashion events, and the holiday season.
Partners will also benefit from digital campaigns, retail experiences, celebrity-driven content, and shared access to storytelling platforms that reflect the values of both organizations.
RED President and COO Jennifer Lotito says the collaboration allows RED to leverage the power of major global brands. the significance of the collaboration in the context of RED’s two-decade mission.
“RED marks 20 years in the AIDS fight in 2026, and never has there been a more important time to dial-up the role played by some of the world’s biggest brands,” Lotito said. “Our new partnership with Smiley does just that, enabling a wide range of brands to license a special, custom Smiley x RED mark, adding both style and purpose to their products.
“We’re so grateful to Nicolas and his team at Smiley for amplifying the impact we can have in such an important year,” she added.
Since its founding, RED has raised over $800 million for the Global Fund, positively impacting the lives of more than 325 million people around the world.
Rooted in science as well as style, the campaign also draws on research highlighting the health benefits of smiling. According to studies, smiles can trigger the release of brain chemicals like dopamine, serotonin, and endorphins, reducing stress, boosting immunity, and spreading positivity.
Retailers, licensees, and collaborators interested in joining the initiative are now being invited to co-create products that combine commercial creativity with tangible impact.
The Smiley x RED campaign represents what both organizations describe as a “once-in-a-generation” opportunity to turn joy into action, and smiles into meaningful change.
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