Smiley Partners with Auchan

Supermarket chain will feature merchandise from the art and design brand’s licensees, including Bonbon Buddies, Sevenday, Brands & Fashion, Vittel and more.

Smiley has teamed up with supermarket and hypermarket chain Auchan to mark the 20th anniversary since it created the world’s first digital smileys.

Under the terms of the agreement, Auchan has created a catalogue of Smiley products that will reflect the brand’s anniversary and aim to “spread happiness to its customers” by showcasing products across apparel, food, home décor, kitchenware and publishing from licensees including: Brands & Fashion, EMTEC, Gers Equipment, Dragon d’Or, CTI, Giraudi, Sevenday, McCormick, Bonbon Buddies, Internsack, Compagnie Patissiere, Biscuiterie de L’Abbaye, Tendriade, Rolland R+R, L’Abeille and Vittel.

“We are very happy to have the opportunity to celebrate the 20th anniversary of the Smileys with Auchan. With four pages in their catalogue dedicated just to Smiley and with tens of thousands of products bought from 18 licensees across categories such as food, beverages, gifts, home decor and accessories, it is the most ambitious program we have ever developed with a French retail chain,” says Nicolas Loufrani, chief executive officer, Smiley. “All Auchan cashiers will become Smiley ambassadors and wear our Smiley badge. Add to that the millions of catalogues that will be distributed and we will surely spread a lot of happiness to Auchan customers.”

The promotion will run from the end of March into April and will also highlight a selection of in-store animations and displays featuring the emoticon brand.