How Smiley can inject emotion into a brand

In 2022, the Smiley brand turns 50. Over that time, the iconic smiling face and its many emoticon descendants have brought an attitude of ‘defiant optimism' to a dizzying array of different partnerships, spanning almost every sector imaginable. According to CEO Nicolas Loufrani, the secret of licensing the brand's IP so extensively without diluting its impact is simple: creativity. “It's...

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