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 and Etam welcome Spring Summer the sparkling way!

Spring Summer’s back and Smiley and Etam are pleased to announce the retail launch of a new line of lounge and sleepwear.

Smiley have joined forces with Etam this spring summer 2014 to launch a collaboration that will see the iconic Smiley face emblazoned on a collection of loungewear and nightwear exclusively for Etam.

Smiles ’n’ stripes features; leisure shorts, pyjamas, tops and night dresses in luxurious cotton mixes, featuring sparkling Smiley embellishments with a dash of crystals.

The entire range is an ode to to those lazy summers evenings, with light tones of grey melange, hues of aqua green and snow white ensuring you look and feel cool through those hot midsummers nights.


SMILEY at Brand Licensing Europe 2013

This week The Smiley Company is at BLE- Brand Licensing Europe 2013 trade show at London’s Olympia Exhibition Centre to showcase the new and exciting ranges launched over the past year and the thrilling opportunities to come for the future.

Presenting our two core brands, Smiley and SmileyWorld, the yellow smiling face drives Visitors into our dual universes of positivity, happiness and self-expression via our globally recognised icons and artworks.

At the stand number E120, by 15th to 17th october, Smiley will introduce to pubblic his best collaborations and Licensees, like Etam for lingerie and nightwear, Pony for shoes, Esprit for apparel, Nici for kids accessories… and much much more like Our Smiley London collection for woman and man, skateboards, homeware, stationary…

Come at BLE and discover the colourful world of Smiley and all our iconic high quality products!


brand licensing europe


SMILEY & Etam Autumn Winter 14 Collection

Smiley and Etam together… again…

After the great success of  the SS13 Collection and launching together in the Chinese market,
Smiley, the famous smiling yellow face brand, and the market leader of nightwear and lingerie sector, are launching a soft and comfortable collection to make you warmer this winter…

Bras and knickers, nightdresses, tops, pants, slippers and toiletry bags… All to make You smile!!

Discover the entire collection in the international Etam Stores and at!
And… Sweet Dreams!


Smiley Lingerie Collection available now on!

ImageEvery season, the Smiley Original x Etam partnership grows stronger and stronger. Built on the success of previous collections, using a design-conscious approach with a fusion of colours and treatments, the Etam ranges have always resulted in fun and wearable pieces for women which truly embody the spirit of the Smiley brand – positivity and freedom of expression.

 The new collection, recently launched online at Etam and available in stores, once again presents a bold and colourful offering with products to get you through the summer in style and comfort.

The diversity of the collection provides the Smiley lover with endless opportunity to wear their Smiley with pride. Including lingerie, nightwear, vest tops, track pants and summer tops in a wide range of designs.

Prices range from €10 for multi-coloured striped smiley knickers to €30 for an electric orange smiley print nightdress. 


Available online or in store at

Dream Happy With Smiley Etam Sleepwear Collection

Shake off the day’s stresses and wind down for a relaxed and happy night’s sleep in these super soft and playful pieces from Smiley’s collaboration with Etam. Our range has been so successful that we are booming into our 7th consecutive season with the on-trend high street store. Stylish enough for Sunday lounging as well as under the covers, these cool pieces are available in 500 Etam stores across Belgium, France and Spain. Order some for yourself online here