TLL Staff
The Smiley Company has launched a new business-to-business website designed to showcase its brand portfolio, licensing opportunities and global campaigns.
The site, located at www.thesmileycompany.com, is aimed at licensees, retailers and brands seeking to collaborate with the company best known for its yellow smiley face icon. Essentially the company has created a single portal where potential licensing partners can learn about the Smiley brand, its wide range of collaborations, and how to reach the right people for future collaborations.
TO FIND LICENSING CONTACTS FOR SMILEY, CLICK HERE AND SEARCH FOR ‘SMILEY’ IN THE ‘COMPANY’ FIELD
Smiley, founded in 1972 by French journalist Franklin Loufrani, has evolved into a global licensing operation with partnerships across fashion, lifestyle and consumer goods.
The new website highlights several of the company’s brands, including the original Smiley, S.W.Smiley, SmileyWorld, Mini Smiley, Newmoji and joint venture Smiley Sports. It also features case studies demonstrating how these properties have been used in product development and marketing campaigns.
Beyond brand content, the site offers insight into the history and leadership of the company. Franklin Loufrani launched Smiley more than 50 years ago, and the business has since been led by his son, Nicolas Loufrani, who now serves as CEO. The site outlines their contributions to licensing, marketing and brand-building, as well as the work of the Smiley Creative team.
Other features spotlight Smiley’s anniversary events, retail campaigns, partner marketing initiatives and the activities of Smiley Movement, a nonprofit community launched to encourage social and environmental progress.
Nicolas Loufrani said the site has been a long-term goal for the company.
“We’re absolutely thrilled to be launching our new B2B website,” Loufrani said in a statement. “This is something that we’ve wanted to achieve for years, helping to promote our brands, and what The Smiley Company is capable of achieving. It’s an opportunity for people to understand what we do, and our truly unique offering for retailers, licensees, and other brands looking to work with us and create amazing products and experiences around the world.”
Smiley’s licensing business has grown into one of the largest in its sector, with collaborations that have extended into fashion, homeware, art, food and beverage, and entertainment. The company says the new site is intended to make it easier for potential partners to understand the scale and scope of its offerings.
Founded with the mantra of spreading positivity, Smiley has become one of the most recognizable icons in graphic design and brand licensing. From its origins as a newspaper feature encouraging readers to “take the time to smile,” the brand has been licensed onto thousands of products worldwide.
The company describes the new site as a comprehensive resource for current and prospective partners, with tools to better navigate Smiley’s portfolio and explore ways of collaborating on campaigns and merchandise.
With the launch, Smiley is also underscoring its 50-year history of adapting its brand to new audiences and cultural trends. From emoticons in the digital age to youth-oriented extensions like Mini Smiley, the company has sought to maintain relevance while expanding its consumer base.
The Smiley Company operates globally and continues to pursue growth through new licensing partnerships and campaigns. Officials said the B2B website is part of a larger effort to simplify engagement with partners and emphasize the company’s position in the licensing industry.