Toy Concepts for Smiley Kids

In 2015 I was approached by The Smiley Company, a lifestyle brand based in London. They create and sell a lot of licensed merchandise based on the world-famous smiley face symbol. They’ve been so successful that they’ve even developed those little yellow guys into an animated property called Smiley Kids.

Of course, what’s an animated property without a corresponding line of toys? Smiley wanted to pitch several toy ideas at a licensing show and needed some artwork to help with the pitch. Most of the toys were built around the theme of emotional growth within the context of farming and crafts. They gave me a list of ideas to start with and I brainstormed a few more. Together we explored over thirty possible concepts, of which over a dozen went to final art. Out of respect for my client’s proprietary ideas I don’t think it would be appropriate to show them all, but here are three samples they have given me permission to post.

Smiley-SeedPaper-800px Smiley-JewelryKit-800pxSmiley-HarvestGame-800px

All artwork is copyright © 2015 Smiley. All rights reserved.