Smiley Celebrate the Holiday Season with Smiles Unwrapped Campaign
The Smiley Company today announces Smiles Unwrapped, a 360° festive campaign spotlighting Smiley®, SmileyWorld®, and S.W.Smiley®, positioning the brands and over 30 global partners as go-to gifting destinations this holiday season. Designed to connect brands and consumers through uplifting, design-led storytelling, the campaign activates across social media, influencer collaborations and community engagement.
With holiday retail generating over a trillion dollars annually worldwide, Smiley sees this moment as a chance to spread positivity, spark meaningful connection and inspire joyful gifting choices. Targeting families, trendsetters, kids and teens, Smiles Unwrapped celebrates creativity, playfulness and feel-good moments.
Campaign highlights include:
- Festive gift guides and social commerce content
- Large-scale holiday photo shoots in key market
- Influencer partnerships and UGC-driven storytelling
- Community giveaways featuring hero partner products
This year’s campaign features a vibrant global gift guide shoot, showcasing partner collaborations in a bold, playful visual style. In addition, a premium content shoot in Bavaria will capture a timeless, design-led festive aesthetic, supported by Germany-based influencer collaborations.
Smiley will also host a series of social giveaways, offering exclusive product bundles and partner-led prizes that celebrate the joy of giving back to its community.
“This holiday season, we’re celebrating gifting in the truest sense, not just products, but spreading joy and positivity through our partner collaborations,” said Lorna Milliken, CMO at The Smiley Company. “Our partners are at the heart of this mission, and together we’re delivering a campaign that resonates with consumers across our social channels.”.
