By Gary Symons
TLL Editor in Chief
SmileyWorld has launched a global back-to-school campaign designed to help its licensing partners boost visibility and connect with young consumers through a content-driven approach.
Developed by the Smiley Studio Marketing Team, the social-first initiative features playful, influencer-led content in key markets across North America and Europe, integrating partner products directly into a 360-degree brand story.
Fashion partners H&M, River Island, Zara, Next, and M&S, along with stationery and accessories brands such as Yoobi, Paso Polska, SAFTA, Libesa, Hippo Blue, HiShield, Palphot, and Anello, are all showcased through user-generated content highlighting creativity, individuality, and optimism.
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The collaborations include:
- Yoobi – A mission-led brand offering colourful, high-quality school supplies, including stationery and accessories. The range launched exclusively at Target on June 17th.
- Paso Polska – Known for backpacks and lunch boxes featuring positive slogans like “Good Mood Kinda Day.” These products will be available through a social media competition.
- SAFTA – Offers a range of bags and pencil cases, including a stylish SmileyWorld backpack in two colourways, designed especially for girls.
- Libesa – A fun stationery and accessories brand offering a playful range of SmileyWorld paper products. Hippo Blue – Believing every child is the hero of their own story, this brand offers personalised bags, lunch boxes, and bottles to promote positivity and smiles.
- HiShield – An electronics accessories brand featuring SmileyWorld’s iconic designs, bringing fun and personality to children’s tech essentials.
- Palphot – Offers a coordinated range of back-to-school accessories and gifts for girls, combining style and functionality.
- Anello – Known for a more sophisticated take on back-to-school, offering fashion-forward bags and backpacks with a modern edge.
By aligning fashion, school supplies, and accessories in a cohesive narrative, SmileyWorld says it is ensuring its partners’ products are featured prominently during a peak retail period. The campaign also includes competitions, exclusive product launches, and influencer collaborations, offering partners both exposure and engagement opportunities.
The initiative reflects The Smiley Company’s broader strategy to actively support licensees during key commercial moments through high-impact marketing.