Smiley company partners with established licensees for 2014 Back to School Ranges


Following on from the 2013 best-selling collections, Smiley Company continue their partnerships with several established European licensees to release new ranges of 2014 Back to School products.

This season sees rucksacks, pencil cases, pens, folders, lunch boxes and notebooks designed across different themes, from camouflage to floral and animal prints, monochrome to brights, so there is something for both tween and teen, boys and girls.

Working with Lannoo Graphics for Benelux, Groupe Alpa for France, Herlitz for Germany, Sportandem for Spain and Stationery Team for The Netherlands, the deals are all successful long-term partnerships and will launch throughout Europe from June 2014.

New deals for the 2014 season include Smiley working with Eurocom for Slovenia, and Proburo for Russia.

The 2015 Back to School season will see further growth for Smiley in this popular category, announcing new deals for Brazil with CNT Bags, and Umur for Turkey.

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 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


The must-have Homeware: SmileyWorld + Incidence Home Design

SmileyWorld’s fresh collection Colour Therapy with French brand Incidence continued to spread Happiness across a huge number of product categories, including: stationary, clocks, stools and lamps.

Indulge yourself in this amazing colour therapy collection and create a world of happiness around you.. everything is available online on Incidence website and on

Keep Smilin,



Must Have Gifts: Smiley Original + Hoptimist

Smiley & Hoptimist join forces in creating a unique and playful figurine bound to bring a smile into the workplace or home.

In a three year deal beginning with distribution across Denmark, Sweden, Germany, Holland, Belgium, Spain, France & USA; and a trade launch at renowned Paris design trade show Maison&Objet.

Smiley is now the recognized symbol of happiness across the planet; the team behind Hoptimist wanted to continue the spirit or sharing simple happiness with others. The cheerful, sweet Hoptimists were originally designed by Danish cabinetmaker Hans Gustav Ehrenreich. Hoptimists are all about smiles – and a surplus of energy; springy little characters who light up the floor.

As Hoptimist say “ ‘most smiles start with another smile’ so our collaboration is a match made in heaven… double the fun!”.

Keep Smilin’

Smiley + Hoptimist design

Smiley-Hoptimist-collection-2013-limited-editionPreview Changes

Smiley Brand Trend: when Fashion goes FairTrade.

Smiley Fair Trade is a first; a full range of fair-trade products with a unique design twist supporting local third world communities of producers.

Sold in European retail store Altermundi as well as hundreds of other stores across Europe, Groupe SOS set up their fair-trade facility 7 years ago in order to work with small groups of artists and craftsmen in third world countries.The project encourages and promotes fair-trade practices at the same times as creating stylish, modern and desirable products that are not usually associated to fair-trade product ranges. Each Smiley Fair-trade product has its own unique story and cause which it supports.

All products are made according to fair-trade standards that help to improve marginalized producers living conditions in developing countries.

Smiley FairTrade product can be purchased online here. or in Smiley Boutique in Shoreditch, London

Keep Smilin’ 🙂


London, 16th of January 2013 – All rights reserved –