The range will include 40 different art subjects which will be exclusively designed by a varied and international network of artists. The range will launch in September at Maison & Objet and will be presented alongside a limited edition collection of artworks which will be auctioned off for charity at the end of 2012.

Nicolas Loufrani (CEO of Smiley) says,
“What I love the most is to see talented artists coming up with a new vision of our original logo. This is how a forty year old brand can remain appealing to new audiences and this is why our partnership with ArtOfBrands.com makes me happier than ever :)) We look forward to millions of people enjoying our art expo and to lots of them bringing happiness to their homes, offices, bars and restaurants with our art collection”.

The collection will be the basis for a touring Smiley expo to be held in major capital cities during 2012. The expo will be organized together with major department store chains who have partnered with Smiley factory (Smiley’s in-house fashion division). Partner stores will distribute and sell Smiley’s fashion collections as well as a selection of ranges and products from some selected licensees. Smiley art will be a key feature to the expo and will sit alongside special in-store promotions and parties to help celebrate the 40th anniversary.

"The Smiley brand symbolizing 40 years of happiness is a great opportunity for Cultwork and our artists to interpret through the language of art a universal emotion that unites us all", explained Patrick Ashworth, (CEO of ArtOfBrands.com).

The entire art collection will be available worldwide from www.artofbrands.com