Kerryn Boogaard Kerryn Boogaard
Beverly Goldsmith Beverly Goldsmith
Zoe Bingley-Pullin Zoe Bingley-Pullin


Iconic Australian stationery superhero and all-round BFF, Smiggle is celebrating their 20th Birthday in May this year.
By Expert Tips
Date: May 01 2023
Editor Rating:
Shot17 talent 15thmarch 68194 l

The very first Smiggle store opened its bright red doors in Melbourne way back in 2003 and changed the face of stationery the world over. If imitation really is the sincerest form of flattery, then Smiggle can boast a host of admirers. 

We can no longer imagine sending children back to school with a boring ol' tartan pencil case packed with nothing more than a grey lead pencil. Instead a rainbow of Smiggle options is set to inspire and delight, making school and homework opportunities for true expression and creativity. 

John Cheston, MD of Smiggle is using the birthday celebrations as an opportunity to thank Smiggle's loyal fans. "Firstly, we want to thank our fans and customers for bringing Smiggle into their homes and hearts for the past twenty years," John said. 


"We also owe our twenty years of success to our incredible team, from those who work behind the scenes in the Smiggle Design Lab to our retail superstars. They're all committed to creating an unforgettable experience that sparks joy, fun and happiness in the lives of our Smiggle fans across generations and the globe." 

"Thank you for twenty inspiring, creative and joyous years. We can't wait to show you what we have instore for the next twenty!" 

From that little Aussie stationery shop with the bright red doors, Smiggle now has over 300 stores - across Australia and the globe. Smiggle is actually available in over 20 countries, stretching from Asia through to Europe, so you will never ever run out of our rainbow of fun wherever you are in the world!

And while there's been stacks of growth, the core philosophy of Smiggle has remained the same - to inspire and help develop the creative spirits of children, with the ultimate colourful, fun, fashion-forward stationery. 

The product range is huge! With the team in the Design Lab drawing inspiration from all over the world, Smiggle products are always about great design and innovation, bold colour, quirky graphics, great value and most of all, giving Smiggle fans the tools they need to have fun. 

Two other key ingredients in Smiggle's recipe for success are their stores and their staff. Both are the same the world over - stores are styled with kids in mind, their footprint is small and always bright, staffed by really friendly and passionate people who get just how much time it takes to choose between a rainbow pen topped with a pompom or a spray fan drink bottle! Smiggle 20th Birthday Collection 

To celebrate this momentous occasion, Smiggle has created a limited-edition collection of gorgeous 20th birthday goodies. In two different colourways, pink and gold or black and gold, and packed with celebratory bling, Smiggle fans may just want to collect it all. 

The 20th Birthday Collection includes a tight but truly aaaammazing selection of bags, lunchboxes, bentos, drink bottles, pencil cases, gadgets and the cutest range of teeny tiny Smiggle favs on keyrings... think a glittery gold Smiggle backpack tiny enough to hang your RL glittery gold Smiggle backpack! 

For the treat lover, there's the sweetest, prettiest selection in perfect pink and glistening gold. With embellishments galore! This collection is all about more! More gold, more sparkly reversey sequins, more bows and pom poms, more cute characters and more pretty! 

For the sports fan, there's a rather cool range in smoking hot black and gold! And while there is the odd sequin here and there, it's more about an understated touch of gold bling and a great big soccer ball! 

Available in store and online from 2 May through until 30 May - that's just a few weeks to secure a bright bit of Smiggle history! 

Smiggle's 20th Birthday Collection is available from Smiggle stores nationally (and internationally!!) or online at ;

You can check out images for the new Smiggle 20th Birthday range at our media drop box, or if there's something specific you're looking for, let us know and we can provide an edit of images or samples. 

For those on social, if you post, please do tag @smiggle_ and use the hashtag #Smiggle #HappyBirthdaySmiggle #SmiggleTurns20 #prgifted so the Smiggle team gets to see your post (the magic of socials might just see them reshare!).
Share This Tweet This Email To Friend
Recent Comments
0 Total Comments
Post a Comment
* your email address will not appear

Please enter the word you see in the image below:

Post a Comment
* your email address will not appear

Please enter the word you see in the image below:33343

Your Comment has been posted
Cry babies

Dry your eyes!
The newest additions are on their way from the Babies who cry real tears!


Latest Tech Used In Shipping Containers
Read how the shipping industry has revolutionised

Motherpedia cover-2

Win 1 set of a 4-book hardcover illustrated boxed set
Barbara Murray’s new 4-book Sound Stories is perfect for parents and educators and could assist with NAPLAN results

Motherpedia cover (4)

Where to celebrate Oktoberfest Australia
Get ready for this celebration!

Motherpedia cover-4

A Fortnight of Foodie Experiences at East Village
A taste of East Village. What's in it for me?

Globber my too fix up cover

We Try: Globber My TOO Fix Up
A scooter that grows with your child

Throw a winning cricket pitch

3 Steps to a Winning Backyard Cricket Pitch
Ex-Adelaide Oval legend curator Les Burdett shares his tips for getting your backyard cricket pitch test match ready this summer

A bike that follows your kids life cycle - motherpedia - cover

A Bike That Follows Your Kids Life Cycle
Check out the Bunzi 2-in-1 gradual balance bike!

Moonlight lifestyle

Moonlight Cinema to bring…
Moonlight Cinema announces brand new Western Sydney venue

Screen shot 2019-11-26 at 8.29.12 am

Your Magical Christmas Wonderland…
Adventure park is about to light up the night sky with its "Christmas Festival of Lights"

Screen shot 2019-11-21 at 11.11.36 am

The Preston Market Gets…
It's time to feel pumped up for the holiday season!


Bunnings team members get…
Help raise funds by buying a snag or donating at your local store.