The Smiley Company turns 50 years

Spread joy and Do Good by joining us for our new charity partnership with The Smiley Company, launching 1 July. Created in 1972 by French journalist Franklin Loufrani, The Smiley Company – and its signature yellow smile – celebrate its 50th anniversary.

The Smiley Company has grown from a feel-good news campaign into a lifestyle brand that symbolises defiant optimism in pursuit of a free-thinking, forward-moving and happier global society.

This summer, we’ve joined forces with the feel-good brand to bring you smile-inducing installations in the Village and a pop-up of exclusive product* splashed with positivity. With all proceeds donated to Make-A-Wish Belgium-Vlaanderen – we’re working to realizing dreams of children with a life-threatening disease. So, get ready for a summer of smiles at Maasmechelen Village… you’ll bring a smile to those in need.

*On sale while stocks last

Shop the Smiley x DO GOOD collaboration

Find beach-ready accessories, T-shirts and this season’s oversized tote bag in this mood-boosting collection – plus fun back-to-school essentials dropping in August. Available for a limited time only.

20 €

The Smiley Company

Bucket Hat S/M white

15 €

The Smiley Company

Water bottle

20 €

The Smiley Company

Beach towel

25 €

The Smiley Company

Black t-shirt

25 €

The Smiley Company

White t-shirt

25 €

The Smiley Company

Black sliders

20 €

The Smiley Company

Bucket Hat L/XL black

30 €

The Smiley Company

Hero tote bag