SmileyWorld Launch New Children’s Collection at Cool Kids Shanghai

SmileyWorld has launched a new AW14 childrenswear collection, marking the brand’s first major release into the Chinese children’s apparel market.

The designs were showcased on July 23rd during a fashion show at Cool Kids Fashion Shanghai, one of the biggest kidswear trade shows in Asia, and were also presented on a specially designed SmileyWorld booth.

Following on from the SmileyWorld adult’s collection, which was previewed at Chic Beijing earlier this year, this new kids range will be aimed at boys and girls who want cool, comfortable clothing. Retail prices range from 199 RMB – 999 RMB, and will launch in 50 department stores around China this summer as shop-in-shops. Smiley also plan to open 150 freestanding Smiley World stores within 5 years.

For girls, colour pops of pink, yellow and purple feature on cute coats, fun dresses, jumpers, leggings and long sleeve tops. For boys, blue, mustard and red are the main colours on puffa jackets, warm hoodies, jeans and sweat pants.

The smiley face has been altered and reworked in a range of different emoticons across the entire collection, each design representing one of the many expressive icons that make up the ‘Express Yourself’ Smiley World collection.




Cool kids

Incidence opens pop-up store in Berlin

Smiley licensee Incidence has expanded its retail development with the opening of a pop-up store in Germany.

The shop is located in Berlin Bikini Shopping Centre close to the Zoo Garden and features the full range of Smiley World homeware products.



incidence et smileyworldImage


SmileyWorld partner with and introduce a new design set of Visa® prepaid debit cards

SmileyWorld are pleased to announce an exciting new licensing deal with, which will see several SmileyWorld designs printed on Visa® prepaid debit cards across the USA later this month. believes that everyone should have a fair, fun and fashionable mobile alternative to traditional banks. Prepaid cards continue to be embraced by leading financial institutions such as Chase and American Express, and retailers such as Wal-Mart, 7-Eleven and Walgreens.

SmileyWorld designs for include different expressions of the Smiley face, from ‘smiling’ to ‘winking’, on fun colourful backgrounds.

“Consumers make purchasing choices every day, from what to buy, to their method of payment, and provides an opportunity to personalize their experience with a wide variety of prepaid card designs,” said CEO and co-founder of, Ben Katz.

The SmileyWorld designed prepaid card can be used everywhere Visa debit cards are accepted in the USA only.


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 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. 


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

Smiley sees in the new season with International Press Days!

Throughout April, Smiley has been showcasing its current and new collections to prestigious fashion and lifestyle press in Europe, cementing its place in the industry as a truly global brand.

As well as our in-house Smiley London apparel range, press also previewed the AW14 collection by Spanish designer Carlos Diez for Smiley, Happy Sports, the latest Smiley sportswear, a new collaboration between Smiley and Italian fashion brand Happiness and Smiley World ‘back to school’ products.

Press were treated to delicious canapés, cocktails and cupcakes in each of our European PR agency showrooms, in fashion capitals including Madrid, Milan and Paris.

With so many new launches coming up, we almost want it to be Autumn already!