Smiley grows promotions output in Asia Pacific with Christmas success

Smiley is continuing to see growth in promotions across Asia Pacific thanks to a host of activations launched in Hong Kong, Korea and Thailand to coincide with Christmas.

Central shopping malls throughout Thailand launched a major experiential program – ‘Center of Life – Center of Happiness’, an immersive Christmas themed Smiley experience which celebrates happiness and the grand year-end gift festival in Thailand. 

CPN and Smiley developed a range of different Holiday season experiences to transform malls into individual Christmas installations. 

This included ‘World of Happiness’, featuring a Smiley 13-meter-tall Swarovski Christmas merry-go-round, and ‘Happy Smiley Celebration’, with a three meter high Golden Gigantic Smiley Balloon, which is surrounded by Smiley Snow Globe and even a Smiley Ferris wheel.

The campaign with CPN is Smiley’s largest ever of its type and the promotion will see over a million gifts given away, including the chance to win; Northern Lights Hunting Trips in Finland, Huawei Mate 20 smartphones, round trip domestic flights with Bangkok Airways and a range of exclusive Smiley premiums including; plush toys, bedding, drinks cups and even travel bag sets.

Meanwhile Hyundai Department Stores across South Korea have enjoyed a year long promotion with Smiley across 15 department stores and five outlets, and refreshed their concept for the Christmas season. 

Finally eGG Opticals also launched a Smiley Souvenir Shop at New Town Plaza Mall, which carried a range of Smiley cookies, snacks, crockery and homewares. 

Smiley CEO Nicolas Loufrani, said: “Smiley icons lend themselves particularly well to seasonal themed promotions and we created dedicated style guides and icons to compliment the holiday season. 

"From Smiley Santas, snowmen and even gingerbread icons, our aim was to help spread smiles during the holiday season. The promotions with CPN, Hyundai and eGG Optical are great examples of why more brands are turning to Smiley for its authentic messaging and unique positioning at the forefront of the happiness movement, as Asia continues to sets the benchmark for how to execute these promotions to the highest standards.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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