Kuala Lumpur & Singapore – 8 October 2025 – Play Interactive Holdings, a leading IP-driven retail and entertainment group in Southeast Asia, proudly announces that it will be partnering with The Smiley Company to introduce a Smiley® lifestyle retail experience to Malaysia and Singapore. This milestone marks a new chapter for the Smiley, as the iconic fashion and lifestyle brand has been synonymous with positivity, and creativity, as it expands its presence into two of the region’s most dynamic retail markets.

As the exclusive retail store franchise licensee for Smiley in Malaysia and Singapore, Play Interactive Holdings will unveil a new generation of lifestyle stores that immerse and inspire consumers in the world of Smiley — spanning fashion, home, and everyday living.

In addition, Malaysia will debut its first Smiley Home Store, dedicated to homeware and lifestyle collections, further strengthening the brand’s positioning in premium retail.
To amplify its impact, Smiley will collaborate with leading local fashion icons and designers in both Malaysia and Singapore. Together, they will co-create a brand-new lineup of exclusive collections, fusing Smiley’s global identity with Southeast Asia’s creative spirit — delivering fresh, joyful designs made for the region.

“Smiley is all about positivity, joy, and happy vibes. For over 50 years, Smiley has inspired people all over the world, and now we are bringing this spirit closer to fans in Southeast Asia. Our mission is to create not just stores, but vibrant destinations where people can experience the Smiley lifestyle in its fullest form,” said Gary Chong, CEO & Founder of Play Interactive Holdings.

“By partnering with local fashion icons, we are creating exclusive collections that will excite, inspire, and empower a new generation of Smiley fans in Malaysia and Singapore. This collaboration represents a powerful synergy of global optimism and regional creativity — and we cannot wait to share it with everyone who believes in spreading smiles.”

Nicolas Loufrani, CEO of The Smiley Company, said, “After successfully launching Smiley retail stores in China and Thailand, we are now expanding the concept to two fast-growing regional powerhouses, Malaysia and Singapore. I am thrilled to have found such a strong partner in Play Interactive, to help us implement them and expand our growing fanbases in those territories. I am grateful for their work and investment in the brand and its success.”.

The standalone Smiley store franchise partnership with Play Interactive Holdings is an exciting step forward in Smiley’s physical retail strategy as they continue to build on existing store franchise strength within the Asian markets. This helps to expand on successful franchise partnerships in China and Thailand to bring immersive retail experiences to new markets and demonstrate the commercial retail strength of the Smiley brand.

About Play Interactive Holdings
Play Interactive Holdings is one of Southeast Asia’s leading IP-driven retail and entertainment groups, bringing beloved global brands to life through immersive retail stores, pop-ups, and lifestyle experiences. With a proven track record in licensing, retail development, and experiential marketing, Play Interactive Holdings partners with world-class IPs such as Care Bears, Smiley, and TeddyTales to deliver meaningful consumer experiences.

About The Smiley Company
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.

Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.

Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.

In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.

Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Basketball – a cultural icon.

Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.