SmileyWorld continues its expansion into the FMCG market in 2016, off the back of a successful year championing Smiley’s ‘Taste Happiness’ concept.

This week, some of SmileyWorld’s industry leading licensing partners are showcasing their collaborations at PLMA in Amsterdam. 

Rolland R+R


Deliciously fun Smiley ice cream with a chocolate core cone, coated with tasty smilies on top, perfect for the summer months.

Seven Days


Tasty Smiley cereal, using the the world renowed Smiley icon.



Chocolate and hazelnut treats with fun Smiley surprises inside.

Also at PLMA were Intersnack, Witors, Gunthart and Hellema.

Inspired by a world of emoticons and underpinned by a desire for individualism and self-expression, the unique approach and the appeal of SmileyWorld has seen the brand take centre stage in the world of FMCG licensing today, as new deals with industry leading partners are growing almost weekly.

The science of happiness has proven that food makes you happy. As the pioneers of happiness, SmileyWorld ensures every FMCG product that passes through its state-of-the-art London design studio is infused with innovation and creativity, and also reflects the brand’s DNA and Smiley’s unique philosophy and values.

Key Facts about Smiley FMCG

Here are the results of our recent market research into the appeal of Smiley in the FMCG market.