Smiley Strikes Gold in China and Hong KongSmiley Strikes Gold in China and Hong Kong

The collaboration will launch across China and Hong Kong later this year. According to Smiley, the gold collection is a strong fit for the region’s younger demographics.

“I believe future sustained growth in the Chinese gold market will be fueled through more engagement with younger Chinese consumers who see gold jewelry as a means of expressing their identity, gaining social recognition and embracing cultural change,” says Nicolas Loufrani, chief executive officer, The Smiley Company. “These are values well aligned to Smiley’s own, and I believe our fashion lifestyle image and authentic message of happiness and positivity continues to have a real impact on young Chinese consumers.”

Smiley’s gold deal continues its slew of recent partnerships. The company most recently inked a deal with McDonald’s for SmileyWorld-branded Rubik’s Happy Meal toys.