SmileyWorld and Kipling have partnered to launch the Kipling | SmileyWorld back-to-school capsule collection.

Distributed across Europe, the Middle East, Central Asia, Asia-Pacific, the Americas, Australia, and New Zealand, the collection features a range of functional school bags and accessories designed for kids, tweens, and teens.

Product Design & Brand Integration

The collaboration combines Kipling’s signature crinkled nylon fabric, monkey keyring mascot, and functionality with SmileyWorld®’s graffiti-inspired aesthetic. Incorporating hand-drawn icons, sketch scribbles, and uplifting slogans such as “New Day, New Energy” and “Find Your Happy Energy”, the range is available in two main colorways: bold yellow and playful pink.

Key items in the collection include:

• SEOUL LAP: Backpack featuring a dedicated 15-inch laptop compartment;
• HYE LAP: Medium tote bag sized for 13-inch devices;
• NEW STORIA: Wheeled school bag equipped with four 360° rotation wheels;
• 100 PENS: Large-capacity pencil case;
• MIYO: Insulated medium lunchbag;
• HAPPY MONKEY: Collectible branded keyring.

Each piece is detailed with a matching monkey keychain and a custom SmileyWorld® printed inner lining.

Global Campaign Framework

The launch is integrated into SmileyWorld’s 2026 ‘Back to School, Your Way’ global initiative. This social-led marketing program unites 12 international licensing partners across five continents to drive consumer engagement around the return-to-school season.

Janet Martin, Chief Product Officer – Lifestyle Consumer Products at The Smiley® Company, says:

“Following the amazing launch of our first Smiley collection with Kipling earlier this year, we’re delighted to be building on that success with our second collection, this time with SmileyWorld®. The new range brings our expressive SmileyWorld® graffiti style to Kipling’s most iconic bags, creating something that feels fun, fresh and full of personality, while giving young people another way to express themselves.”