The Happiest brand ever!

The Smiley emoticons were created in France as a logo in 1971, as a campaign to spread happiness. Its creator, Nicholas Loufrani’s father Franklin Loufrani, gave it to newspapers and radio stations to attach with happy, positive news. He also merchandised the logo for stationery, tee-shirts and with companies. It was only in the mid-80s when the name, Smiley, was attached to the logo. In 1996, father and son started the Smiley Company, which today is one of the 100 biggest licensing companies in the world, with a turnover of $180 million.

In 1997, Nicolas Loufrani (the son of Franklin Loufrani founder of the original smiley logo) decided to explore this concept of digital communication and started to create a dictionary of icons based on Smiley to replace ‘text emoticons’ made solely of fonts. Nicolas began to develop expressive characters which helped to promote the universal language of the ’emoticon’. The first Smiley icons appeared online in 1997. In 2001 the first Smiley dictionary was placed online, associating 1000 Smiley icons to emoticons.

The rights to the Smiley trademark in one hundred countries are owned by the Smiley Company. Its subsidiary SmileyWorld Ltd, in London, headed by Nicolas Loufrani, creates or approves all the Smiley products sold throughout the world. The Smiley brand and logo have significant exposure through licensees in sectors such as clothing, home decoration, perfumery, plush, stationery, publishing, and through promotional campaigns. The first Smiley shop opened in London in the Boxpark shopping centre in December 2011.

Smiley is more than an icon, brand and lifestyle; it’s a spirit and a philosophy and exists to remind people of how powerful a smile is and how much a simple smiley can change both your life and the lives of others around you.Do you want to be part of this change?

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