Play Interactive Holdings: Smiley lifestyle experience for Malaysia and Singapore
Play Interactive Holdings, a Southeast Asian IP-focused retail and entertainment group, has announced a partnership with The Smiley Company to bring the Smiley lifestyle retail experience to Malaysia and Singapore.
New lifestyle stores
Play Interactive Holdings, as the exclusive franchisee for Smiley in Malaysia and Singapore, will open a new generation of lifestyle stores that immerse consumers in the world of Smiley—from fashion to home to everyday life.
Malaysia will also see the opening of the first Smiley Home Store, specializing in homewares and lifestyle collections, further strengthening the brand's positioning in premium retail.
Collaboration with local fashion designers
In collaboration with renowned local fashion designers from Malaysia and Singapore, Smiley will create exclusive collections that combine Smiley's identity with the creative spirit of Southeast Asia.