The increased Moe elements are seen as either new and refreshing or as desperate and creepy otaku pandering.
The character designs. Some love them, others find them gaudy and trying too hard.
Good grief, the revelation of the Glitter Force dub. So far, despite the only big information released being that it's being made by Saban Brands, that at least 8 episodes are being cut, it's coming to Netflix, and that it'll arrive in 2016, many fans have already declared it They Changed It, Now It Sucks, declaring that it will instantly fail. It has also revived the Dubbing versus Subbing arguments, claiming that Saban should be "better" than this to alter things for younger kids. There are some who are cautiously optimistic because it's not someone like 4Kids doing the dubbing and there are some who are much more optimistic because, hey, it's a magical girl anime in America!
The main argument over the alterations is the idea that, because the series was altered in such a major way, it will prevent Pretty Cure as a franchise to get a foothold in America. This is despite the franchise's first attempt, Futari wa Pretty Cure, failed because it only aired in Canada and it aired in such erratic times, it was doomed to fail.
With the release of the official trailer, things are still broken, but are a little more optimistic: when viewers realized that Laura Bailey was the voice of Miyuki/Emily, people took it as a sign things would be a little better. Even more so, a few have taken the trailer to mean that Saban is doing this as their own version of My Little Pony: Friendship Is Magic, what with the heavier focus on friendship (this coming out just as the series is going on an unknown-length-of-time hiatus is another factor) and others point out that the Saban of today is much different that the Saban of yesterday, pointing towards the dub of Digimon Xros Wars. There are still many close minded viewers, though, who are claiming it is doomed to fail, declaring that they aren't watching it and hoping Crunchyroll decides to pick it up and sub it.
With the series fully out, the consensus is that it's a very solid show, even with the alterations involved. Many fans praise the voice acting done to Kelsey/Akane, April/Nao and Chloe/Reika (it also helps that these three also happen to be voiced by other voiceactingveterans) but have problems with Emily/Miyuki, Lily/Yayoi and Candy with the problems being Emily's voice being too scratchy, Lily sounding too old and Candy being "annoying". There are also those who find the talking during the Transformation Sequence equally annoying, but this is something Saban's had problems with since they revived Power Rangers with unnecessary talking. Universally, many agree that the dance sequences that isn't "Yay! Yay! Yay!" and "Mankai*Smile" look quite amateurish and creepy, though this is unknown if this is because the models used were made from scratch or the animator just wasn't talented.
On the other hand, the same cannot be said with the Latin American Spanish dub, who was dubbed in Miami, FL by the same studio who dubbed the already controversial dubs of both The Fairly OddParents and South Park, to the grade any discussion about the topic in some popular anime sites was banned.
Due to its episodic, goofy nature (to the point that it feels more like a spoof of the genre), childish writing (with both the Myth Arc and character growth being non-existent), though subverted as it was allegedly very financially successful (though mostly only with otaku).
Turns out, the reason for no plot is Shōji Yonemura, the lead writer of Kamen Rider Kabuto (which suffers from the same plot problems), also wrote for this show and wanted it to be "simple".
It really says something when the most popular character is a villain (Wolfrun), and not even the main one. It also says something when its first SH Figuarts figure is the Ensemble Darkhorse otaku character (Yayoi/Cure Peace) and not the leader.
The villain Wolfrun has gained a surprising amount of popularity, almost to Draco in Leather Pants level. One day after the first episode of Smile Pretty Cure, Japanese art site, pixiv displayed about 5 pages of fan art of him, a lot of it even pairing him with Miyuki.
Joker isn't immune from this either, particularly at Tumblr.
After episode 23, Majorina in her more powerful AND sexy form, is also getting this treatment, with quite a handful of Pixiv fanarts just hours after the episode aired.
Ikuyo Hoshizora probably has more fanart on pixiv than any other Precure mother in the entire franchise.
The "Nissan Combination" (Nao and Akane) is also highly widespread and pretty much rivals Nao/Reika in popularity when it comes to pixiv fanart.
In the non-yuri side there's Miyuki and Wolfrun, which acquired quite a bit of fanart at pixiv as soon as the first episode aired.
Foe Yay Shipping: A lot of people on pixiv like pairing up each of the Cures with the villain they fought in episode 23. note Meaning Sunny/Wolfrun, Peace/Akaoni, March/Majorina, and particularly Beauty/Joker. Of course, this means Miyuki is left over—fanartists are split between keeping her single or having her and Sunny compete for Wolfrun.; the pairing of the Cures with their respective Bad End counterparts also generated quite a bit of fanart even before the latter's episode aired.
"Funny Aneurysm" Moment: Episode 9 is an April Fools' Plot where Yayoi lies to Miyuki about becoming a New Transfer Student somewhere else. This lie soon spreads to her entire classroom since Yayoi unable to say "April Fools!". Eventually they hold a "going away" party, and Yayoi is given the chance to admit this lie. However, she can't bring herself to do so because she imagined that it would go From Bad to Worse where everybody would abandon her for being a liar and that "They'll be really mad... They'll all hate her" and "nobody will talk to her anymore". The very next year, a show called Kotoura-san premiered with a Downer Beginning that made this nightmare a reality for its titular heroine in a much more dramatic sense. To top off the awkwardness, this doubles as an Actor Allusion—both Yayoi and Haruka Kotoura were played by Hisako Kanemoto.
Idiot Plot: Episode 14. Ever hear of cellphones, girls?
Internet Backdraft: The massive rumors about a Saban Brands show being created called "Gangnam Girls". After they found out that the plot was extremely similar to Smile's, the fandom assumed Saban might have gotten the rights to Smile and got up in arms because 1) they changed the title, when Smile Pretty Cure is already an English title name and 2) giving a Korean name to describe a Japanese anime is a little on the offensive side.
It's been found that Saban couldn't trademark "Gangnam Girls" and they may be changing the title to "Glitter Force". Which is somewhat better. But, nowthat it's all but official, there's another backdraft kicking up: is it real? Is it fake? Is it Saban trying to cater to younger audiences (from their perspective)? Should Saban be ashamed either way for "butchering" anime long after the practice had "fallen out".
Launcher of a Thousand Ships: Nao Midorikawa. She is mostly shipped with Reika and Akane, but after Episode 18, Nao/Yayoi fanart began to surface, and after Episode 23, she gets shipped with the Beautiful All Along Majorina. And then there's Episode 25, which ignited more Nao/Akane shippers.
Les Yay: Wouldn't be Pretty Cure without it. Episode 18 is a standout example.
Also in the 3DS game, Let's Go! Marchen World!, the opening of which features Nao and Reika, Yayoi and Akane, and Miyuki and Candy ballroom dancing together in pairs...
Episode 25 is dedicated to the Nissan Combination pair, Nao and Akane.
Episode 33 has Princess Reika with her fangirls Miyuki and Yayoi.
And then we have Cinderella-Miyuki dancing with... Prince Reika? and witch Yayoi likes.
In The Movie: Miyuki and Nico and Akane and Miyuki. Actually, every girl loves Miyuki.
Memetic Hair: All five Precures do count, but the best examples are Cure March with her fluffy pigtails and Cure Peace with her banana hair.
Memetic Molester: Joker, it only took his voice and a couple of facial expressions in his debut episode for him to reach this status.
The fandom tends to portray Reika as a Yandere after the shot of her watching the girls from behind a door reached Memetic Mutation levels. Nao/Akane shippers from Pixiv playfully use this trope on her. Minor classmate Hiroko Kanemoto also gets this treatment combined with Stalker with a Crush.
The show as a whole emphasizes Moe and Kawaisa elements more than other seasons of the franchise.
For a particular character, the fandom thinks of Yayoi as this, if the large amount of fanart she got on Pixiv after the first website update is anything to go by.
Mood Whiplash: In a complete coincidence, in the 13rd episode ending, news flash appear about a bus accident in Japan which costed 7 lives and 38 injured men. All while the screen shows the Precures happily dancing and the aesop of the episode is 'bad luck will go away if you smile'. Errr... yikes?
While he doesn't actually cross it by virtue of being Brainwashed and Crazy, Straw NihilistJerkass Wolfrun at the very least proves himself to be a Not-So-Harmless Villain in episode 40 when he tries to kill Miyuki as part of a vendetta against Akane and everything she cares about. Smashing the precious charm her friends made for her earlier in the episode was at worst a slightly extreme example of Kick the Dog even for him, but this is the first time a Cure has ever found herself in mortal peril.
Narm Charm: The characters are almost self-aware that they are supposed to be larger-than-life characters in a fairytale, leading to this trope. Especially Miyuki.
One True Threesome: Appropriately enough, Akane's, Reika's, and Nao's hair colors (red, blue and green) are the primary colors for screens, which makes a shipping triangle all the more popular.
The Producer Thinks of Everything: A minor example, in the first ending's Cure Peace variation where she face plants, her face is red afterwards. This is the only time this happens.
The Scrappy: Candy is disliked for her annoying nature, plots being kicked off because she acts like a moron, and generally being useless. It doesn't help that she's also somewhat of a Spotlight-Stealing Squad (a good chunk of episode plots can be described as "babysitting Candy"). Her older and more mature brother, Pop, is not only more liked than her, but fans express disappointment that he's not the main fairy and is a minor character who only shows up every now and then.
Special Effects Failure: The final episode of Glitter Force Season One includes a new 3D CGI dance sequence. It looks incredibly amateurish and the models do not emote at all, so the characters have a soulless stare and Creepy Smile
Tastes Like Diabetes: Glitter Peace's catchphrase in the dub. "Puppies and kittens, the power of love!" BLARGH.
Visual Effects of Awesome: Aside from the series animation being pretty good overall, the first ending's CG animation is GORGEOUS, rivaling big-budget movies. The animated movements are also amazingly lifelike.
Woolseyism: The dub's version Miyuki/Emily's "Kiai! Kiai! Kiai!" when charging up Happy Shower is her chanting "We've got spirit!" a lot like a cheerleader. Coupled with her saying beforehand that she almost made as a member of a pep squad once, it would be good way of pumping up energy.