The Goal
Harness Smiley’s 50-year cultural equity to extend the brand beyond apparel into design-led, sustainability-certified everyday categories. Build awareness and demand through a fashion-forward paper program and a pipeline of niche extensions, while expanding availability across global retail, e-commerce, travel retail, and hospitality.
The Results
Through a focused, category-first plan, we launched a turnkey SmileyWorld® paper line—facial tissues, cylinder tissues (car/travel), mini & standard hankies, kitchen & toilet roll, and wet wipes—produced in certified facilities (FSC/Amfori/IFS) and now rolling out globally via our paper partner. The program delivers instant shelf appeal, consistent brand execution, and a scalable path for wider distribution and future category growth.
