Dubbed Get Happy, the campaign is set to run from May to June, and will see the brand’s signage appear across all of the retailer’s stores.
SmileyWorld is partnering with Selfridges to create a new digital promotional campaign to launch the retailer’s first app.
The campaign and the app will boast an exclusive new Smiley design direction called Nu icons, which is currently only available to upper tier licensees.
A selection of Smileys are included as part of the Nu icons, which have been selected from SmileyWorld’s dictionary of over 3,000 emoticons.
Dubbed Get Happy, the campaign is set to run from May to June, and will see the brand’s signage appear across all stores in London, Birmingham and Manchester, as well as on social media, flyers and on the app.
The app will also boast a range of features, including Personalised Style Inspiration, Insider Events and Shopping Made Easy, and is available to download now from the App Store.