The SmileyWorld brand continues to grow with new licensing including a pop-up shop in Beijing and a collaboration with Fendi.

April 6, 2018

2 Min Read

Brand debuts host of retail partnerships with Claire's, Benetton and more.

The SmileyWorld brand continues to grow with a host of new licensing deals and activations around the world including a new pop-up shop in Beijing and a collaboration with Fendi.

The company has opened the doors of its latest popup concept in Beijing, China, at one of the city’s leading malls, Indigo. The SmileyWorld travel-themed store hosts a range of activities and promotions including a SmileyWorld postcard machine and installations such as a Smiley plane and life-sized emoticons. The store features a full range of SmileyWorld products including apparel, gifts, homewares and back-to-school items as well as the world’s first SmileyWorld Café, serving bespoke, emotion-inspired beverages and snacks.

In other pop-up news, Smiley and Pantone Universe launched their latest collaboration with a temporary storefront in Shoreditch throughout August.

SmileyWorld was also present on the catwalk at the launch of Fendi's latest collection, which features a Smiley bag charm.

Other recent Smiley collabs and licensing deals include:

  • Men's apparel and accessories at Ami Paris

  • Beachwear and towels for kids' and adults at Benetton

  • Fashion and tech accessories as well as stationery at Claire's

  • Footwear for kids and teens at Colours of California

  • Teen and adult apparel at Cool Cat

  • Adult apparel at Defacto

  • Men's undergarments at Debenhams

  • Headwear at Drew Pearson

  • Teen and adult apparel from Hybrid

  • A young adult apparel at Zara

  • Toiletries at Laline

  • Kids and tween apparel at LPP

  • Umbrellas from Manufactora Clima

  • Women's handbags from Mia Bags

  • Apparel, nightwear and accessories for teens and adults from Poetic Gem

  • Children's and adult apparel from Relaunch

  • Adult apparel and accessories at Tshirt Store

  • Kids and adult apparel and essentials from TV Mania

  • Kids apparel from Leomil

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