TLL Staff
Mini Smiley, the preschool-focused brand from The Smiley Company, is entering the fashion market with its first major collaborations.
Mini Smiley is now partnering with the European retailer Sinsay, and launching new apparel lines with Simply Sage at Target outlets in the United States.
The debut collection with Sinsay introduces Mini Smiley’s distinctive pastel colors, soft textures and playful designs to children’s apparel. The seven-piece line includes t-shirts, leggings, joggers and other items aimed at preschoolers. According to the company, the collection is designed to capture the “gentle, joyful” world of Mini Smiley, which emphasizes values such as kindness, imagination and friendship.
At the same time, Mini Smiley has launched in Target stores and online across the U.S., offering families a broad range of clothing for young children. The Target collection was developed in partnership with Simply Sage, a private label that specializes in affordable, family-oriented apparel.
The brand is built around the concept of fostering emotional development in early childhood. Its visual identity features smiling characters and animal icons with rosy cheeks and welcoming expressions, designed to help children recognize emotions and build emotional intelligence. The Smiley Company said the collections aim to provide not only comfort and style but also opportunities for self-expression and creativity.
“We’re incredibly proud to see Mini Smiley launch into the retail space and come to life through these two exceptional fashion partnerships,” said Ross Wilson, chief product officer of fashion at The Smiley Company. “Sinsay and Simply Sage share our belief in creating meaningful, joyful experiences for children. Together, we’re helping a new generation wear their happiness and grow up surrounded by kindness and creativity.”
Mini Smiley is the latest extension of the Smiley brand, which traces its roots back to 1972, when French journalist Franklin Loufrani first introduced the smiling face symbol in France-Soir newspaper to promote optimism.
The brand evolved under his son Nicolas Loufrani, who expanded Smiley into digital culture through emoticons and led The Smiley Company into global licensing partnerships across fashion, art, homeware and food.
Today, The Smiley Company collaborates with designers such as Loewe, Moschino and Raf Simons, and with lifestyle brands including Eastpak and LA-based Market. In addition to its commercial ventures, the company also operates Smiley Movement, a nonprofit launched in 2017 to inspire positive social change through multimedia initiatives.
The launch of Mini Smiley underscores The Smiley Company’s continued efforts to reach new audiences and expand its influence into early childhood products. By combining fashion with a focus on emotional bonding and creativity, the brand is positioning itself as more than just clothing, instead framing its products as tools that support both development and self-expression.
The Mini Smiley products are now available through Sinsay stores across Europe and online, as well as in Target stores and at Target.com in the United States.