Forming part of Smiley’s 30th anniversary in 2027, the collaboration will include apparel, fashion accessories, home decoration, gifts and more for adults and kids. Millimages will also develop exclusive content for social networks and YouTube to support the collaboration. Ranges will launch in Q1 2027.

“At TSC we view IP mash ups as a real opportunity to develop content that is in line with our company values, and especially creativity and storytelling,” said Nicolas Loufrani, CEO at The Smiley Company.

“I am really excited to see the Millimages and Smiley teams bring the best of their talent to bring unique stories and beautiful products to our global fans.”

Alexandra Algard-Mikanowski, Commercial Director at Millimages, added: “This partnership has emerged as a result of two companies that share the same vision to promote core values of kindness and joy.

“With Molang’s appeal proving transgenerational – attracting kids, teens, kidults and of course, cool parents, now more than ever, it is important to shower consumers with positivity and uplifting energy, so that there is a ripple effect in the world. Both brands share that capacity and we trust that collaborating will only make that power stronger.”

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The collaboration will mark (RED)’s 20th anniversary and forms part of Smiley Movement’s Matchmaker for Good programme, which unites purpose-led brands to co-create capsule collections with meaning.

Smiley is inviting brands to co-create limited-edition capsules or collections that feature the collaborative Smiley x (RED) mark.

“This is a call to creative, values-led partners to design with purpose and impact,” said Nicolas Loufrani, CEO The Smiley Company.

“Together, we can harness the emotional power of a smile to create change where it’s needed most.”

Jennifer Lotito, President & COO, (RED) added: “(RED) marks 20 years in the AIDS fight in 2026, and never has there been a more important time to dial-up the role played by some of the world’s biggest brands.

“Our new partnership with Smiley does just that, enabling a wide range of brands to license a special, custom Smiley x (RED) mark, adding both style and purpose to their products. We’re so grateful to Nicolas and his team at Smiley for amplifying the impact we can have in such an important year.”

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The adidas Originals and Smiley Originals is created for adults, while the SmileyWorld collection is created for kids. Many pieces feature a special adidas trefoil reimagined as a Smiley icon.

“Collaborating with Smiley feels like a natural partnership, with both brands rooted in the shared values – championing true originality through sport, community and authenticity,” said adidas.

“This collaboration is about more than just style. Together, we aim to uplift all generations to go into the world and spread a smile, wherever they go.”

Nicolas Loufrani, CEO at The Smiley Company, added: “The original Smiley logo and the Adidas trefoil and three stripes are some of the most iconic and famous logos in the world. It has always been my dream to bring them together and create an exclusive collection with a brand I love so much. I am really thrilled to see the result.”.

The new adidas x Smiley collections is available now on adidas.com and in selected stores.

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Following the success of Smiley’s China franchise stores, the three locations in Thailand include The Siam Center, The Emsphere and The Parade at One Bangkok. A fourth will open in December.

The new stores feature a mix of over 130 Smiley products across apparel, lifestyle, accessories and gift items.

“We’re thrilled to see our new pop-up stores launch in Thailand,” said Nicolas Loufrani, CEO of The Smiley Company.

“This is part of a bigger strategy to continue to develop our retail offering, focusing on creative, and sophisticated products, whilst bringing these to our fans across the world. Working with One Step Agency and Naraporn allows us to develop this business model in a way that we don’t have in Europe and provide local market opportunities whilst maintaining our global values and vision.”

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The initiative aims to spotlight the enduring importance of human rights, while raising awareness and funds for Choose Love through Smiley’s Matchmaker for Good initiative. This program connects participants with over 25,000 charities, providing access to the Smiley IP free of charge to create branded products or collections, with all or a portion of profits directed to charity.

The Choose Love x Smiley branded merchandise, including t-shirts, sweatshirts and tote bags featured in the campaign films, will be available for purchase at smiley.com. All profits from these sales will directly support Choose Love’s mission to provide dignity, hope and assistance to refugees and displaced people around the world.

“Smiley Movement’s vision has always been to inspire positive change through Smiley News,” said Nicolas Loufrani, CEO at The Smiley Company and CEO & Executive Producer of Smiley Movement.

“In today’s world, it is essential to reflect on the continued relevance of this landmark document. I’m very proud of the work that Choose Love are doing and excited to see how we can continue to help work with more.”

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Smiley Sports sportswear is based on Smiley’s signature positivity and its sports balls iconography.

“I began creating Smiley sports emoticons in the late ’90s to enhance digital communication around sports – they were mostly based on balls but also used accessories like boxing gloves or skateboards,” said Nicolas Loufrani, CEO, The Smiley Company.

“We are now proud to take the concept to wider audiences in this joint venture with the company behind the Market success story and the famous Smiley basketball, which has become an icon of streetwear.”

Vinod Kasturi, CEO at Market Studios, added: “At Market Studios, play is at the heart of everything we do. We’re excited to expand our partnership with The Smiley Company to launch Smiley Sports, an uplifting and inclusive sports brand that celebrates the joy of movement.

“This is more than just a brand launch – it’s a continuation of our broader vision to build a portfolio of iconic owned and licensed brands under the Market Studios umbrella that redefine the intersection of fashion, sports, and culture.

“Smiley sSports embodies our core values of community, fun, wellbeing, and friendship. Unlike traditional sportswear, which often emphasises competition and excellence, Smiley Sports focuses on making sports accessible and enjoyable for everyone.”

Michael Cherman, Founder & Creative Director for Market, continued: “Smiley Sports was born from the creation of our flagship product, the Smiley Basketball. We saw a unique opportunity to bring together the passion for sports with the pure joy of being a fan.

“Our brand is built for everyone from youth and adult athletes, to fans who love the game, all the way to folks looking to stay casually active. Smiley Sports is the brand that’s ‘always playing,’ whether you’re cheering from the sidelines, shooting hoops with friends, or strategizing in your fantasy football league.

“We’re here to fuel your love for the game, in every form. As we continue to grow, Smiley Sports will be your go-to source for accessible, high-quality gear that makes everyone feel part of the action – because we believe sports should be fun, welcoming, and for everyone.”.

The brand enjoyed a soft launch at MAGIC Vegas last month.

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