Established in Melbourne in 2003, Smiggle is a dynamic stationery and accessories brand that quickly gained popularity for its bold colours, playful designs, and innovative products. The brand name, a blend of "smile" and "giggle," encapsulates its mission to create fun and engaging items for children and young teens. Smiggle's product range includes stationery, backpacks, lunchboxes, drink bottles, pencil cases, and tech accessories, all designed to inspire creativity and self-expression. After joining the Just Group in 2007, Smiggle expanded internationally, opening its first UK store in 2014. As of 2023, it operates over 100 stores across the UK. Despite facing challenges in the retail sector, Smiggle continues to adapt by focusing on product innovation and enhancing its online presence. The brand remains committed to ethical sourcing and sustainability, ensuring its products are both fun and responsibly made.