The Smiley Company is launching its first interactive
gaming experience through a partnership with The Sandbox, the immersive metaverse platform
and subsidiary of Animoca Brands. Smiley® Factory, a playable business tycoon game set
inside a Smiley®-branded clothing factory, is available now inside The Sandbox as part of the
platform’s Season 7, which introduces broader browser-based access and a lineup of brand and
creator-built experiences.
Smiley Factory is a 15 to 20-minute experience where players run a production line, crafting The
Original Smiley® apparel by hand before investing earnings into automation, room expansions,
and higher-value products. Players progress from T-shirts through jeans, hoodies, sweatshirts, caps, and jackets, scaling their factory to generate as much output as possible before the
session timer ends.
The partnership marks Smiley’s entry into playable digital experiences. The brand has operated
across fashion, beauty, and design for more than 50 years, with partners including Raf Simons,
Loewe, Moschino, Armani, Richard Mille, L’Oreal group, Adidas and more,. However, this
partnership with Sandbox is the first time that Smiley has worked with a partner to create
interactive, player-driven content.
Season 7 Context
The Sandbox’s Season 7 launched on February 25, 2026. It features 32 playable experiences,
browser-based access (no download required), and a 650,000 SAND reward pool. Other IP
partners this season include Atari, Black Mirror, The Terminator, Bruce Lee, and Steve Aoki.
Player progress in Smiley Factory contributes directly to Season 7 battle pass progression.
Alongside the experience, The Sandbox is releasing its first avatar collectible on Amazon, with
Smiley as the first IP partner for this distribution channel.
"Smiley is one of those rare brands that has lived across fashion, music, and culture for
decades, so building a playable experience around it felt like a very natural fit," said Robby
Yung, CEO of The Sandbox. "Season 7 has been about bringing in recognizable IP and making
the platform more accessible, and Smiley Factory is a strong example of that. We're also
introducing our first avatar collectible on Amazon through this partnership, which we think is an
important step in reaching new audiences."
“We’re incredibly excited to launch the Smiley Factory as part of The Sandbox Season 7. This is
the first playable experience that we have launched and we wanted it to reinforce our heritage
and give a nod to the Smiley T-shirt which is one of the most iconic garments in the history of
fashion. Sandbox has an engaged audience and we’re excited to see how they interact with
Smiley Factory, as well as creating a unique avatar collectible offering.” Said Nicolas Loufrani,
CEO, The Smiley Company.
Smiley Factory is available now inside The Sandbox as part of Season 7. The Smiley avatar
collectible on Amazon will be available at the end of March 2026. For more information about
The Sandbox and any upcoming launches please visit sandbox.game/blog and follow The
Sandbox on X, Discord, and Instagram for regular updates.