Smiley Launches First Metaverse Game in The Sandbox

The Smiley Company is launching its first interactive gaming experience through a partnership with The Sandbox, the immersive metaverse platform and subsidiary of Animoca Brands. Smiley® Factory, a playable business tycoon game set inside a Smiley®-branded clothing factory, is available now inside The Sandbox as part of the platform’s Season 7, which introduces broader browser-based access and a lineup of brand and creator-built experiences.

Smiley Factory is a 15 to 20-minute experience where players run a production line, crafting The Original Smiley® apparel by hand before investing earnings into automation, room expansions, and higher-value products. Players progress from T-shirts through jeans, hoodies, sweatshirts, caps, and jackets, scaling their factory to generate as much output as possible before the session timer ends.

The partnership marks Smiley’s entry into playable digital experiences. The brand has operated across fashion, beauty, and design for more than 50 years, with partners including Raf Simons, Loewe, Moschino, Armani, Richard Mille, L’Oreal group, Adidas and more. However, this partnership with Sandbox is the first time that Smiley has worked with a partner to create interactive, player-driven content.

Season 7 Context

The Sandbox’s Season 7 launched on February 25, 2026. It features 32 playable experiences, browser-based access (no download required), and a 650,000 SAND reward pool. Other IP partners this season include Atari, Black Mirror, The Terminator, Bruce Lee, and Steve Aoki. Player progress in Smiley Factory contributes directly to Season 7 battle pass progression. Alongside the experience, The Sandbox is releasing its first avatar collectible on Amazon, with Smiley as the first IP partner for this distribution channel.

Robby Yung, CEO of The Sandbox, said:

“Smiley is one of those rare brands that has lived across fashion, music, and culture for decades, so building a playable experience around it felt like a very natural fit. Season 7 has been about bringing in recognizable IP and making the platform more accessible, and Smiley Factory is a strong example of that. We’re also introducing our first avatar collectible on Amazon through this partnership, which we think is an important step in reaching new audiences.”

 

“We’re incredibly excited to launch the Smiley Factory as part of The Sandbox Season 7. This is the first playable experience that we have launched and we wanted it to reinforce our heritage and give a nod to the Smiley T-shirt which is one of the most iconic garments in the history of fashion. Sandbox has an engaged audience and we’re excited to see how they interact with Smiley Factory, as well as creating a unique avatar collectible offering.” Said Nicolas Loufrani, CEO, The Smiley Company.

Smiley Factory is available inside The Sandbox as part of Season 7. The Smiley avatar collectible on Amazon will be available at the end of March 2026.