Smiley launches Primark collaboration as festival season looms

Smiley Company’s collaborations often seem to be about premium and luxury product but its latest link-up is with the ultimate in value fashion retailers, Primark.


Smiley/Primark


The company has just launched its SmileyWorld x Primark collection, which is in the stores (also known as Penneys in Ireland) across Europe and the US.

It’s an extensive offer that takes in product for the tweens, teens and young adults of both genders who are key to the Smiley brand.

The 70-piece collection includes urban-inspired pieces that Smiley says are “packed with attitude.” That means reversible sequins-adorned urban silhouettes, plus holograph T-shirts, custom printed denim, nightwear, accessories and footwear.

This list of items has also clearly been produced with the forthcoming festival season in mind and is just one of a deluge of festival-focused launches likely to be seen from mass-market retailers in the next few months.

The line was co-created by Primark, Smiley and their licensees and “taps into Smiley’s authentic heritage as an icon of counter culture, showcasing bold graphic slogans.”

To launch the collection, the marketing teams at Primark and Smiley joined forces to create an integrated online and in-store activation campaign, including a custom in-store POS programme that included window displays and “engaging” in-store events.

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