It’s been a phenomenal year for SmileyWorld in the FMCG market as the brand grows its presence, signing key licensees and launching exciting products. The brand continues to build momentum after a strong representation of licensees at Anuga (one of the food industry’s premier trade shows) at the end of 2015.

SmileyWorld’s current licensing partnerships include snack giant Intersnack, whose SmileySnacks have already made a huge hit at retail with its first shipment selling out with a Top 5 German retailer; and leading meat manufacturer, Giraudi, whose Smiley shaped frozen burgers and nuggets also out-performed expectations in a test with a Top 5 retailer in France.

Other licensees include Hahne (cereals), Dalla Costa (pasta) and Guenthart (edible cake decorations), as well as new licensees including Italian brand, Witor’s, and their SmileyWorld chocolate Easter eggs, and Compagnie Pâtissière, who are producing chocolate and fruit tartlets.

Smiley has also worked on promotional campaigns with powerhouse FMCG brands, e.g. Brossard who built a gift with purchase and social media activation campaign around SmileyWorld. Smiley has also been the main promoted surprise in Kinder Joys for Ferrero for 2015, and into 2016 across Europe, whilst McDonald’s used the original Smiley to create pictograms of their iconic French fries for a large scale ad campaign including print, online and outdoor.

With the success of recent SmileyWorld food launches and a range of new SmileyWorld products set to be released, we can expect 2016 to TASTE OF HAPPINESS.


taste happiness