SmileyWorld® and Newmoji® global collections now available on SHEIN through licensing partnership with The Smiley® Company
Global online fashion and lifestyle retailer, SHEIN, has collaborated with The Smiley® Company to launch two extensive collections featuring the SmileyWorld® and Newmoji® brands, celebrating positivity and self-expression across a wide range of categories.
Janet Martin, Chief Product Officer – Lifestyle Consumer Products, The Smiley Company, shared her enthusiasm: “We’re thrilled to launch a new range of SmileyWorld and Newmoji products with SHEIN. This collection centres on fun and positivity, allowing customers to express their emotions and individuality. SHEIN is a fantastic partner with a vast global reach, and we can’t wait to see how people engage with these products.”
The Smiley Company, a global leader in licensing and renowned for its iconic Smiley brand, is known for spreading happiness and positivity. This partnership combines Smiley’s uplifting energy with SHEIN’s dynamic and trend-driven designs, resulting in two vibrant collections offering a variety of products—from apparel and accessories to homeware and pet products, all manufactured by SHEIN’s on-demand production model.
SHEIN’s industry-leading production model has revolutionized traditional manufacturing by only producing ultra small initial batches, evaluating product performance in real-time, and reordering any product if there is actual market demand. This minimises waste at its source and translates to cost savings for customers.
“Exciting product variety and service excellence are the foundation of SHEIN’s success. And our on-demand production engine is the force that empower us to keep making the beauty of fashion accessible to all”, said a SHEIN spokesperson. “Both SmileyWorld and Newmoji collections have such a universal appeal that is sure to bring a smile to everybody’s face.”
The SHEIN X Newmoji® collection captures the playful and expressive essence of emoticons, bringing lively designs to life across fashion and lifestyle items. Meanwhile, the SHEIN X SmileyWorld® range features bold, fun, and energetic expressions, adding a layer of excitement to every product. With a design-focused approach, both collections emphasise vibrant iconography and creative expression.
SmileyWorld and Newmoji collections are available globally on www.shein.com and are priced between US$1 and US$20.
About The Smiley® Company
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.
Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.
In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball – a cultural icon.
Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.
