The Smiley Company walked away as this year’s big winners at the Brand & Lifestyle Licensing Awards today at London’s Dorchester Hotel. The B&LLAs is an industry leading awards event that recognises outstanding contributions to creating brand lifestyle driven licensing and this is something that the team at Smiley are hugely passionate about.




Smiley walked away winners in the Best Licensed Lifestyle Brand category, beating the likes of Volkswagen, Mens Health and the Discovery Channel to this prestigious award. That wasn’t all as Smiley also scooped the award for Best Licensed Fashion Accessories or Lifestyle Product Range for its highly prestigious collaboration with Anya Hindmarch, ahead of NikeLab, Clarks and Abbey Clancy Jewellery.


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These awards are further recognition of the fantastic work the team at Smiley HQ has done in making the brand the leading lifestyle brand in licensing today. With sales growth at retail of 39% from 2015 – 2016 and a number of prestigious partnerships in the brand lifestyle space from Anya Hindmarch, Joshua Sanders, Moncler and Moschino, as well as retail partnerships with the likes of Best Seller, LPP, Butlers, Urban Outfitters, Bershka and Top Shop, to name but a few.


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Speaking at the event Smiley Marketing Director Matt Winton, said “it’s a great achievement to receive industry recognition for all the hard work the team at Smiley has done over the last 18 months and also highlights the continued creative direction and support given to the brand from the Loufrani family. To win such a prestigious award as the Best Licensed Lifetyle Brand is fantastic for Smiley.”


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Smiley Marketing Director Matt Winton proudly showing off our awards! 🙂