Smiley Announces 50 for 50

Smiley has a huge licensing project in the works for its 50th anniversary.
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License Global

October 7, 2020


To celebrate Smiley’s legacy as a brand and licensing icon, it will launch 50 products with 50 famed brands to celebrate 50 years of Smiley in 2022.

Smiley is exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via


The unique project is being independently curated by Sarah Andelman, founder and creative director of Parisian concept store Colette. Sarah will bring her approach to retail and merchandising to Smiley’s anniversary, leveraging her record for curating brand collaborations and ensuring something completely unique to leave a trail of positivity around the globe.

The 50 collector’s edition products will feature in a range of hero anniversary product launches that includes pop-up concept shops in the world’s leading department stores and specialist boutiques launching in March 2022.

The pop-ups will feature an experiential retail concept,

with an Instagrammable playground theme that will connect with positive emotion and create a sense of playfulness in-store. The retail concept will feature fully functional ball ponds and swings for that all-important photo opportunity under the iconic message, “Take The Time To Smile” from the brands original 1972 incarnation.

Smiley’s 50 FOR 50 products will also feature in a Smiley coffee table book, being published by Maison Assouline, the publisher and concept store that has gained global notoriety as a refuge for those seeking style, culture and art de vivre. The book, which is set for retail launch in February 2022 through selected stores, will be supported by opulent events in Assouline’s London, New York, Paris and Shanghai stores.

Major partnership announcements are set to be announced within the next few weeks.

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