Smiley continues to celebrate the latest launch with long term upscale streetwear brand, Ami Paris. The brand has used The Smiley Original logo to create innovative at-retail activations internationally with some of the leading boutiques around the world, including London’s Liberty, Paris’s Le Bon Marché, and Seoul’s Corsa Como. Smiley also collaborated with the popular French hipster-cool brand to create 23 new styles for SS18: including a unisex capsule collection of apparel and caps.

At retail, activations included pop-up photobooths that made the experience even more special and sharable. It also allowed for global Smiley-themed shop windows and in-store displays. These included owned and operated retail stores and partner stores – a great activation case study that Smiley can use as an example for its other licensees and execute on a local and global level.