Smiley returned from a hugely successful Licensing Expo, where the brand presented the wide range of exciting opportunities and ways that licensees and retailers can join the happiness revolution.



The world’s happiest brand caused a real buzz at the show by showcasing its newest venture into animated kids TV with Smiley Kids, which is creating a whole host of new opportunities for licensing partnerships and real enthusiasm for the brand within the licensing industry. 

Major international licensees in the toy, publishing and promotional industries were treated to a sneak preview of this project, where Smiley are currently developing a complete range of new and exciting products to compliment the TV series release. Even at this early stage there are already a host of exciting new deals in discussion with some of the biggest players in these markets, who are all extremely receptive to the work being done by the brand in exploring emotions, early stage development and emotional intelligence in line with the series release.

Although the TV show is only currently in pre production and not due to broadcast until 2017, the series already has major momentum with leading broadcasters in over 100 countries already in discussions, this before the project is officially launched to trade at Mipcom in October in Cannes.  


The successful week in Las Vegas for Smiley was capped off when Smiley CEO, Nicolas Loufrani, held a seminar to 150 of the industries leading licensing executives where he highlighted his unique approach which has transformed Smiley from a traditional nuts and bolts licensing model into a complete lifestyle brand today.


Smiley is currently in pre-production on an animated kids TV show – Smiley Kids – a new series that will be produced by OuiDO! Productions (ALVINNN!!! and the Chipmunks, Monchhichi, Sonic Boom), with exclusive distribution through PGS (Iron Man, Playmobil, Le petit Prince) and directed by Theresa Plummer-Andrews, former Head of Acquisitions, Animation and Co-Productions for CBBC and CBeebies. Smiley are also partnering on this project with Dacher Keltner, who is an expert in the field of emotional intelligence and a professor of psychology at the University of California, director of the Greater Good Science Centre and is most famous for his best selling books ‘Born to Be Good’ and “The Science of a Meaningful Life’. 

The TV series will see the evolution of Smiley characters that create a fascinating universe of comedy and adventure, whilst being aspirational to the upper preschool audience. Smiley Kids will also provide a unique opportunity to help kids understand a range of emotions, whilst always emphasising the positive.