SmileyWorld Shines a Spotlight on Key Partners in Social-Led Back-To-School Campaign

Back-to-school season isn’t just about books and timetables – it’s a whirlwind of emotions, big dreams, and fresh starts. SmileyWorld is here to celebrate every feeling and turn it into a bold style statement! With expressive designs that promote individuality, it’s about making back-to-school shopping more exciting – from what you wear to how you decorate your space and what you carry to class. However you’re feeling, SmileyWorld helps you show up feeling truly you.

This summer, SmileyWorld is launching a vibrant, social-first campaign filled with positivity and real emotion, aimed at supporting back-to-school shoppers and providing kids and teens a fun way to express themselves. The campaign, which is created by the Smiley Studio Marketing Team, who work alongside the fantastic line-up of partners on the content, features playful themed content and global influencer collaborations and is promoted in all key markets. All of the content will focus on kids, tweens, and teens in key markets like North America and Europe.

SmileyWorld has taken the Back-to-School campaign to the next level by seamlessly integrating key fashion partners into the heart of an influencer content approach, aligning with hero Back to School stationery and accessories partners to create a cohesive and compelling 360 story.

The participating partners include:

• Yoobi – A mission-led brand offering colourful, high-quality school supplies, including stationery and accessories. The range launched exclusively at Target on June 17th.
• Paso Polska – Known for backpacks and lunch boxes featuring positive slogans like “Good Mood Kinda Day.” These products will be available through a social media competition.
• SAFTA – Offers a range of bags and pencil cases, including a stylish SmileyWorld backpack in two colourways, designed especially for girls.
• Libesa – A fun stationery and accessories brand offering a playful range of SmileyWorld paper products.
• Hippo Blue – Believing every child is the hero of their own story, this brand offers personalised bags, lunch boxes, and bottles to promote positivity and smiles.
• HiShield – An electronics accessories brand featuring SmileyWorld’s iconic designs, bringing fun and personality to children’s tech essentials.
• Palphot – Offers a coordinated range of back-to-school accessories and gifts for girls, combining style and functionality.
• Anello – Known for a more sophisticated take on back-to-school, offering fashion-forward bags and backpacks with a modern edge.

The collaborations with key fashion partners; H&M, River Island, Zara, Next, and M&S help deliver the full SmileyWorld look, empowering a young community to showcase their personal style with confidence and creativity. As SmileyWorld develops each piece of creator content with the influencers, they are aiming for the UGC to not only highlight our partners’ apparel and BTS accessories but also reinforces the core SmileyWorld values of creativity, individuality and optimism.

These campaigns align with The Smiley Company’s strategy to support all of their partners & licensees through key commercial moments. All campaign content can be viewed across SmileyWorld’s social media channels, so stay tuned for plenty of inspiration, fun, and smiles!