Mini Smiley® Celebrates First Fashion Partnerships with Sinsay and Target Launch

Mini Smiley®, the new pre-school brand from The Smiley Company, is celebrating the launch of its first fashion collaborations, headlined by a joyful new partnership with European fashion favourite Sinsay, and new products in collaboration with Simply Sage at Target in the U.S.

Mini Smiley’s debut collection with Sinsay brings its signature warmth and positive values to the European fashion brand. Together, they have created a playful, uplifting range of children’s apparel that captures the heart of the Mini Smiley world; soft colours, comforting designs, and gentle, joyful characters. The range features 7 SKUs including tops, t-shirts, leggings, joggers, and more.

At the same time, Mini Smiley has made a splash in the U.S. with a successful launch into Target, introducing families across America to the brand built on emotional bonding and imagination through a wide range of clothing options for boys and girls.

Rooted in the brand values of friendship, imagination, and kindness, Mini Smiley is designed to support emotional intelligence and self-expression through music and play for the youngest members of the family. The brand features adorable iconography, including character and animal icons with rosy cheeks and soft, welcoming features designed specifically to help babies and pre-schoolers emotionally connect with the characters. These thoughtfully crafted visuals support early development and recognition while spreading joy through every outfit.

“We’re incredibly proud to see Mini Smiley launch into the retail space and come to life through these two exceptional fashion partnerships,” said Ross Wilson, Chief Product Officer – Fashion at The Smiley Company. “Sinsay and Simply Sage share our belief in creating meaningful, joyful experiences for children. Together, we’re helping a new generation wear their happiness and grow up surrounded by kindness and creativity.”.