Shifting over the past decade from smaller niche partners to international leaders, the business strategy has clearly moved with ambition to further establish the original happiness brand’s offering as a leading lifestyle brand. Most recently, significant new deals and renewals in Germany demonstrate Smiley’s ability to withstand the financial troubles of Europe and offer leading licensees and high street chains a brand with everlasting appeal to a broad demographic.

In addition to strong showings at established Trade Show’s Ambiente, paperworld and Heimtex in Frankfurt and ISPO, Munich – where a combined number of 10 Smiley exhibitors exposed the increased local and international demand of a brand with now over 40 years of heritage, Smiley has tied up new partnerships with leading international stores.

Of the back of it’s UK successes, URBAN OUTFITTERS in Germany chose to incorporate the Smiley capsule collection into their main offline and online offerings. Urban Outfitters has a keen eye for intelligent on-trend design. It’s inclusion of Smiley products furthers the evidence that the Smiley revolution is alive and kicking nearly 35 years after its first major outing in the UK as the unifying symbol of the Rave culture in the 80’s.

TV MANIA, global leader in character apparel and fashion accessories for kids, recently acquired by Li & Fung, the world’s largest product manufacturer launches their first Smiley and SmileyWorld collections across Europe. Headquartered in Germany, TV Mania are well-positioned to generate strong distribution channels and build the brand credentials in Germany. With a strong European footprint, the collections expect to see a strong reception in other leading European territories.

ESPRIT, The collection, comprising of Smiley Original for women and SmileyWorld for young girls gives a fresh twist on the iconic Smiley’s for a more sophisticated and quality conscious consumer. With Germany a hugely successful retail zone already for ESPRIT, the decision to launch the internationally available range here demonstrates a positive faith in the seamless demand of Smiley products.

For brands so dynamic as Smiley, products are rarely limited to apparel. 2013 also seens updates collections from leading German partners.

HAPPINESS, Smiley’s edgy new LA based fashion collaboration with a twist of Italian sees its trade launch at leading German Fashion Fair, Premium alongside new knitwear partner MELANIE PLUMMER for another alternative design driven take on Smiley fashion trends.

FUN4YOU builds on its cross-brand FUNWHEEL success by introducing new ranges of the Smiley and SmileyWorld skateboard and accessories range; two universes within the overarching brand appeal of positive attitude and happy feelings.

The Autumn/Winter 13 collection comprises of SW girls and boys skateboards, mini-boards for ages between 2-7, 8-16 and Smiley Original longboards, helmets and scooters for teenagers, young adults and beyond.

NICI, who pride themselves on producing gifts and accessories to bring joy and happiness to its consumers, continue to develop colourful and exciting products such as plush keyrings, bags, mugs, cups and phone cases across the Smiley & SmileyWorld brands. Specifically targeting independent boutiques, gift stores and department chains.

FANTASTICK expand their SmileyWorld confectionary range. The company, who’s strapline ‘sweets for fun’ could come any closer to capturing the excitement and energy of the SmileyWorld brand through its colourful and diverse range of sweets and chocolates. Including tasty treats such as ‘Smiley Minty’ flavoured mints and ‘Schoko Smiley’ candied chocolate bars.

BSB bring out a new range of happy photo greeting cards based on the huge success of the Official Smiley Facebook campaign of sharing happy photos on a daily basis with their 3.3m plus fans.

HERLITZ, the leading producer of Back to School and Stationary in Germany continues its SmileyWorld range to support the back to school period in Germany. Pens, pencil cases, bags and school accessories bring the SmileyWorld philosophy into the schoolplace – not only promoting positive attitude in education, but delivering exciting style and cool designs to enable the SmileyWorlder’s to stand out.

SUSYCARD, a subsidiary of Herlitz develop a range of SmileyWorld greeting cards to compliment the BTS and stationary offering.

NANU NANA, the leading German home & gift chain launches its SmileyWorld houseware to the consumer.

GUNTHART, Fun-filled company specialising in cake decorations and confectionary filled with sweet centres launch full-scale licensing program with SmileyWorld’s colourful emoticons.

DEPARTMENT FASHION, a leading German cashmere producer begin distributing their range of iconic Smiley inspired cashmere gloves, hats, pullovers and pillows into leading boutiques and department stores with a view to further distribution in Austria and the Netherlands.

SmileyWorld and Smiley Original are brands of The Smiley Company, founded in 1971 by creator Franklin Loufrani, who introduced the Smiley icon as a way to highlight positive news across Europe. Owner of the iconic smiley logo and emoticons, in 1997, Franklin’s son Nicolas introduced the first graphic emoticons which later became the brand universe of SmileyWorld. Its products are sold around the world, where it’s recognition as a unifying music and lifestyle icon add to the evolving story of one of the UK’s freshest brands. Smiley has a store in Shoreditch’s Boxpark. www.smiley.com