The rise and fall of Smilers sheets

When Royal Mail introduces a new product, collectors are often at first sceptical, and it can take years before the feasibility of the item becomes clear. In his latest column on GB stamps, Richard West reflects on the introduction and gradual disappearance of Smilers sheets

The very first presentation packs (excluding the ‘definitive’ packs produced in 1960) were hardly a hit when first released. The first pack in 1964 for Shakespeare Festival sold relatively well, but the subsequent packs that year – Geographical Congress, Botanical Congress and Forth Road Bridge – sold in far smaller quantities, reflected by current market prices.

In similar vein, the first stamp (PHQ) cards – those that reproduce the design of stamps, introduced for the 3½p value of the County Cricket set in 1973 – did not initially enthuse collectors and prices rose, although have since stabilised.

It seems it is only once a product has become established and seems here to stay, that collectors take note, and then want to fill the earlier gaps.

The same could also be said of the so-called Smilers sheets. These were introduced by Royal Mail at The Stamp Show 2000, based on an idea that had been launched by Australia Post the previous year. The concept was straightforward: the chance to have a personal photograph printed on labels attached to standard stamps, the stamps chosen being those issued for special occasions or Christmas. It provided the opportunity to make Christmas cards, or announcements such as the arrival of a new baby or a change of address, more personal.

It was not essential to have the labels ‘customised’. The Smilers sheets were also available in ‘generic’ form, having a related design printed on the labels. It was the scope of what could appear on the labels that was broadened: Business Smilers resulted. Some did indeed promote business, and charities. A number were used to publicise philatelic events, the most notable being those produced in conjunction with the Stampex event.

However, it must be admitted that some possibly took the idea too far. Numerous sheets were produced for a multitude of occasions, whether current events or anniversaries, individuals or teams. While it is true that Royal Mail charged a premium to produce such sheets, in some cases they were sold far above the face value of the stamps.

Royal Mail did not help – it also extended the boundaries by producing Commemorative Sheets, aimed at marking events that did not justify an issue of stamps. Such sheets were sold within a descriptive folder, but at a significant premium over face value, so much so that the Gibbons stamp catalogue does not credit them with a full listing.

Customised sheets and Business Smilers (and the Commemorative Sheets) are now no more. Is it that the production run each time did not justify the production costs? Did the ‘personal’ touch simply not catch on? Did some overplay the Business Smilers concept simply by producing too many such sheets and selling them at too high a price?

The idea has not completely disappeared. Several special issues each year are now accompanied by a ‘Collectors Sheet’, virtually identical to generic Smilers sheets. They have to all intents and purposes become an ‘alternative’ form of miniature sheet.

Richard West MBE, is a respected philatelist and journalist, having written and edited a range of publications over the years. He has served on the Council of the Royal Philatelic Society London and Royal Mail’s Stamp Advisory Committee.

What do you think? Share your views with Richard by emailing the editor at: matthewh@warnersgroup.co.uk