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.”.

Partner products include:

Arsamar
Artsmile
Aurora
BBase
Biancaperla
Bon Ton Toys
Cabaia
G2 Esports
Highshield
Hikerdelic
Hoptomist
Ice Biscuit
Market
Marklin
Melrose
MoEa
Moschino
Mr Maria
Naraporn
Pilot
Postery
Prince
Reisenthel
Sackcloth & Ashes
Samii Ryan
Smallworld
Smiley Wines
Starbucks
Suck UK
Zara

Pilot Pen

Pilot Pen

Akuelle News