Smiley launches new Back to School Range with Herlitz

Following on from the 2013 best-selling collection, Smiley have partnered with Herlitz, now part of the Pelikan Group, again to develop a range of Back to School products.

This season sees rucksacks, pencil cases, folders and notebooks designed across three different themes, so there is something for both young teen boys and girls.

‘Rock & Roll’ includes monochrome pieces with musical instruments, ‘Lucky Star’ features bold musical symbols and stars, and ‘Happy’ uses a variety of colourful smiley expressions. Every range is both cool and practical.

The collection launches across selected retailers in Germany this week, and is available on 🙂


Smiley rocks the Space Ibiza opening parties on May 24th-25th

Smiley Celebrated its ongoing partnership with Super Club ’SPACE’ alongside thousands of clubbers and some of the best house DJ’s in the world. The home of dance music and fashion has always been the Balearic Islands and Smiley has been the brand of choice for the islands party people since 1988. Smiley raved all day and night with the likes of David Moreno, House South Brothers, Mike Candy and the Zombie Kid on the weekend. Ibiza is set for another seminal season of live performances and DJ sets from the biggest names in the world and the Smiley team intends to not miss a minute of it. Image Image Image Image Image

Smiley cements its Blogger audience by launching an Affiliate programme!

The House of Smiley invites all fashion, homeware and kidswear bloggers to join its new affiliate program.

After the great success of our recent Blogger Boxpark event to launch the Smiley London SS14 collection, Smiley has launched an incredible affiliate marketing programme that will cement the existing relation between the bloggers and the happy-lifestyle brand.

Events, product reviews, sweepstakes and much more are being organized to allow all our participating bloggers the chance to share and actively promote Smiley collection launches and digital campaigns.

So if you’re a blogger find out more about the Smiley Affiliate Programme by emailing:

Think positive with smiley affiliate programme



It’s official “Smiley is topping the charts and the Premier League with celebrities this week.”

Despite having an unbelievably successful 12 months that included his band RUDIMENTAL topping the UK charts and even winning a Brit Award for “Best Single of the Year”, that didn’t stop Amir Amor from pulling a sad face for the Smiley cam. We hope that his Pony X Smiley sweatshirt and Smiley sunglasses cheered him up a little!

WALES International Joe Ledley on the other hand looked extremely Smiley in his mesh tee shirt. It’s difficult to expect anything other than happiness after the goalscoring midfielder played a huge part in CRYSTAL PALACE’S spectacular end to the Premier League season. Palace hauled themselves from the foot of the EPL to mid table safety with wins against Chelsea and an amazing comeback against Liverpool.

Keep your eyes peeled for a host of other celebrities wearing Smiley in the coming months.



Smiley launch latest ‘ES’ collection with Etam in China

On Friday May 16th, Etam hosted an exciting event to launch the new Smiley ‘ES’ SS14 range in Shanghai, China.

The Etam store underwent a Smiley takeover, with the windows showcasing the latest ES collection, staff wearing the new products, and yellow smiley balloons throughout. Large graphics both inside and outside the store made sure that the shoppers of Shanghai knew Smiley were in town! Customers were treated to goodie bags, refreshing drinks and hand-made Smiley cupcakes to give them an extra-special shopping experience.

The new SS14 Smiley x ES collection features cute printed oversized and fitted t-shirts in summery colours of pink, lemon and white. Each item is finished with a Smiley inspired design, making this the happiest t-shirt range this summer!







Smiley celebrate a Summer of Sport with an exciting new licensing deal

In 1997, CEO of Smiley Nicolas Loufrani came up with the ingenious concept of transforming national flags into Smiley icons. In 2014, 17 years after this practice was first launched, the national Smiley continues to flourish globally, with several major global Smiley flag campaigns due to launch this year.

Speaking about the concept Loufrani said, “transforming flags into smiley icons is a reminder to people that above all of our nations stands one common humanity for all. Smiley flags are a symbol of peace and happiness, uniting all humans together as one, smiling and winking at each other, whoever they may be and wherever they may come from.”

Smiley flags, remains Smiley’s oldest style guide still in use today and its renaissance could not be better timed. With national flags taking center stage again at the plethora of major international sporting events taking place over the next 2 years, the unique heritage and emotional attachment flags have in popular culture and lifestyle trends today could not be more apparent.

Smiley flags have always been a best selling category for the House of Smiley. Whether used in apparel, accessories or home décor, their universal popularity is unwavering.

SmileyWorld & Deutsche Post DHL

For the first time, SmileyWorld have partnered with Deutsche Post DHL on a unique promotional concept, which will be rolled out across more than 8,000 Deutsche Post branches in Germany. Featuring the iconic smiley face embedded into the German national flag, SmileyWorld & Deutsche Post DHL have created branded ‘Packset’ packing boxes, with an integrated pre paid stamp valued up to 2kg, which compliments the box and makes the packaging stand out. 


Smiley launch limited edition Brasil T-shirt collection

Smiley have created a limited edition range of colourful samba inspired t-shirts and vests to celebrate the upcoming global football tournament next month.

The men’s and women’s styles are based around the Brasil national flag colours of green, black and white, and will launch on and Asos Marketplace this week, priced between £18-£24.


SmileyWorld presents the new accessory collection that makes you ‘THINK POSITIVE’ .


SmileyWorld have partnered with French lifestyle and accessory brand Incidence for a new collection inspired by the electronic and digital world.

The concept of this collection uses the slogan ‘think positive’, and each piece has been created with happy and inspiring messages and motif’s.

Wallets and tablet cases keep your personal items safe and happy when you are on the move, while mugs and alarm clocks inject positivity and quirkiness into your home.

Bold monochrome with highlights of yellow feature on everything throughout the range, ensuring this collection stands out and makes a statement!

The whole Smiley by Incidence collection is available on the website now.Image