SmileyWorld has partnered with French childrenswear retailer Du Pareil au Même (DPAM) to launch Du Pareil au Smile, a back-to-school capsule collection.

The range is being distributed across DPAM’s retail network of more than 100 stores in France and Europe, as well as via its e-commerce platform.

Designed around themes of everyday play and self-expression, the collection covers girls’ and boys’ apparel alongside accessories. Key garments include daisy-print jacket and jogger sets, positivity-themed sweatshirts, graphic denim pieces, and long-sleeve tees. The accessory line, featuring beanies, bumbags, jewelry, and character socks, starts at an accessible price point of €4.99.

In-Store Activations & Licensing Strategy

The retail rollout is being supported by a seasonal program of in-store family activations, along with a co-branded collectible tote bag.

The partnership aligns with SmileyWorld’s ongoing licensing expansion in the back-to-school and kids’ fashion sectors, leveraging its library of over 3,000 icon designs for brand collaborations.

Executive Statements

“Our collaboration with Du Pareil au Même is a true meeting of minds. SmileyWorld® is a brand that is playful, expressive and defiantly optimistic, built on the idea that a single icon can say what words cannot,” commented Ross Wilson, Chief Product Officer – Fashion at The Smiley® Company. “DPAM has developed our philosophy into a beautiful and stylish children’s wardrobe, readying kids for the new school year, and letting the icons do the talking with positive visual communication at the forefront.”