SmileyCollection is focusing on the Smiley Brand's original values and tackling a new strategy: create a brand name in its own right and give Smiley a strong identity, brand values and a territory.
Its objective is to spread positive spirit through trendy graphics design and values such as happiness, peace, love and luck. Smiley fans want to change our world because their wish is to
"have a nice day"
Target
Smiley Collection targets teenagers and young adults from 13 and up. It includes both a new generation of teenagers and nostalgic kidults who have known Smiley during its huge 80's trend.