The SmileyWorld team has had a busy few weeks visiting leading toy trade shows around the world and we were thrilled to see new collections across a variety of different categories from the iconic brand that brought you the world’s first emoticons.

SmileyWorld licensees were out in force at the recent Toy Fair exhibitions in Nuremberg and London, showcasing their latest collections that have been designed in conjunction with Smiley HQ’s state-of-the-art London design studio; the same studio developing thousands of new emoticons and continually creating a cool lifestyle brand for your products.

The standout latest collections at Toy Fair were from:

– NICI, who delivered a bold and emotive new range, packed full of fun and fruity Smiley emoticons. This playful, self-expressive and brand-new collection consists of a selection of fruits inspired emoticons designed in the Smiley studio featuring Nici’s trademark plush pillows, key rings and gift items that create a mouth-watering way to express yourself.


– A really exciting new puzzle for kids by Noris Spiele, who utilised striking colours and playful emoticon graphics to create an engaging product. The game works on developing early stage emotional intelligence through the understanding of emotions and expressions.   

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– Creativamente’s stand showcasing their inventive card game using SmileyWorld’s exclusive and hugely varied emoticon dictionary, which is only available from SmileyWorld, to create a super cool and engaging card game for kids and young adults.  

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We were delighted to see such a strong Smiley presence at one of the most important events for the toy industry, displaying SmileyWorld’s ability to stay ahead of the emoticon trends through innovation, trend-creation and always taking the freshest approach to working with some of the world’s leading licensees and industry experts.

The team is looking forward to the New York Toy Fair next week to see what exciting launches our partners across the pond are up to.