For the first time in its history, Smiley® is turning red. The globally recognised brand for positivity, is joining forces with (RED), the organisation founded by Bono and Bobby Shriver in 2006 to help fight global health injustices, for a once-in-a-generation collaboration launching in 2026.
This bold, creative alliance marks the 20th anniversary of (RED) and brings together two globally recognised forces for good. The two brands will co-lead a global campaign rooted in creativity, impact, and the science-backed power of the smile - whilstraising funds for life-saving programs that support women and girls in vulnerable communities.
This initiative is part of Smiley Movement’s Matchmaker for Good programme, which unites purpose-led brands to co-create capsule collections with meaning.
A Smile with Purpose
Smiling is healthy.
For you, and for everyone around you.
Studies show that when we smile, our brains release feel-good chemicals like dopamine, serotonin, and endorphins. Smiling not only reduces stress and boosts immunity, it’s also contagious. In fact, research from the University of Uppsala found that people instinctively mimic smiles—making them one of the simplest ways to spread wellbeing.
With Smiley® and (RED), your smile doubles in impact. This collaboration goes beyond design, it’s a movement built on joy, empathy, and purpose, spreading smiles while raising funds for life-saving programs that support women and girls in vulnerable communities. To date, (RED) has generated over $800M for the Global Fund, helping more than 325M people.
What’s in Store for Partners?
This high-impact licensing opportunity invites brands to co-create limited-edition capsules or collections that feature the collaborative Smiley® x (RED) mark. Partner brands will benefit from:
- Integration in a global cultural calendar, including activations across International Day of Happiness, Pride Month, fashion events, and holiday gifting
- Amplified exposure via digital campaigns, celebrity ambassador content, global press, and retail experiences
- Access to storytelling assets and community engagement platforms that align with both Smiley’s and (RED)’s brand values
“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) comments “(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.”
Smiley® and (RED) are now welcoming interest from retailers, licensees, and collaborators looking to be part of a cultural milestone that brings commercial creativity and real-world impact together.