The Smiley Company enters interactive gaming
The Smiley Company has launched its first interactive gaming experience through a partnership with The Sandbox, an immersive metaverse platform owned by Animoca Brands. The new game, Smiley Factory, is a business-tycoon style experience set in a Smiley-branded clothing factory and is now available as part of The Sandbox’s Season 7, which also introduces browser-based access and several new brand and creator experiences.
Crafting Smiley apparel by hand
In the 15–20 minute game session, players manage a production line where they craft Smiley apparel by hand and reinvest their earnings into automation, factory expansions, and more valuable products. As they progress, players unlock items such as T-shirts, jeans, hoodies, sweatshirts, caps, and jackets while trying to maximize production before the timer runs out.
First step into interactive gaming
The collaboration represents Smiley’s first step into interactive gaming. For over 50 years, the brand has worked across fashion, beauty, and design with partners including Raf Simons, Jonathan Anderson’s brand Loewe, Moschino, Armani, Richard Mille, L'Oréal Group, and Adidas, but this is the first time it has created a player-driven digital experience.
Season 7 of The Sandbox launched on February 25, 2026 and features 32 playable experiences, browser access without downloads, and a reward pool of 650,000 SAND. Other participating IPs include Atari, Black Mirror, The Terminator, Bruce Lee, and Steve Aoki. Progress in Smiley Factory contributes to the season’s battle pass system.
First avatar collectible
In addition, The Sandbox will release its first avatar collectible on Amazon, with Smiley as the first intellectual-property partner. According to Sandbox CEO Robby Yung, the collaboration combines Smiley’s long-standing cultural presence with the platform’s goal of making its metaverse more accessible to new audiences.
Nicolas Loufrani, CEO of The Smiley Company, described the project as the brand’s first playable experience and a tribute to the iconic Smiley T-shirt. He also emphasized excitement about seeing how The Sandbox community interacts with the game and the new avatar collectible.
Smiley Factory is now available in Season 7 of The Sandbox, while the Smiley avatar collectible on Amazon is expected to launch at the end of March 2026.