It all began in 1971, and remains a force for positivity and optimism today
Since its inception, over 50 years ago by Franklin Loufrani, to today under the direction of his son Nicolas Loufrani, The Smiley Company and the Original Smiley has been spreading joy and optimism. As one of the most universally recognisable trademarks in the world, it represented freedom in the 1970s, defined music subcultures in the 80s and 90s and, in the 2000s and has become a vanguard of the digital revolution with the creation of the emoticons.
Today it continues to influence culture as one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homewares, food & beverage. This is done through a unique approach to licensing, through an in-house design studio enables each project to be unique, and promoted through global marketing campaigns to support brand exposure and sales. High-profile partnerships include global leaders McDonalds, Nestlé, H&M, Samsung, Adidas, Inditex, Mondelez, and more.
With over 400+ licensees The Smiley Company able to connect with product manufacturers around the world to help further grow its category offerings expanding it’s markets reach. This demonstrates the capacity of a small company to build a global brand through the passion, hard work, business expertise and collective intelligence of all stakeholders.
The Smiley Company continues to lead the way for the next 50 years.
Nicolas Loufrani & Franklin Loufrani
Vision
Mission
Values
At Smiley, creativity isn’t just a philosophy – it’s the driving force behind everything created. The success is built on the talent, passion, and expertise of the Smiley powerhouse creative team, a diverse collective of 50 specialists from across the globe. With backgrounds spanning fashion, art, design, marketing, and product innovation, bringing fresh perspectives and bold ideas to every collaboration.
At The Smiley Company, we want our brands to be recognised not just by our icons, but by our distinctive methodology. Over the years, we’ve collaborated with some of the world’s leading brands – adapting our vision to develop innovative, meaningful products and campaigns that reflect the identity of our partners, not just our own.
Our team is structured into two specialised divisions, each led by Chief Product Officers with deep category-specific expertise and a proven track record of working with industry-leading brands. This strategic setup ensures that every partnership is crafted with precision – blending Smiley’s iconic DNA with each partner’s unique identity to create products that truly stand out.
While each collaboration is tailored to local cultures, market dynamics, and specific consumer demographics, our methodology remains consistent: to deliver creativity, optimism, and lasting value to consumers.
We approach every partnership as a 360° opportunity – working hand in hand with our partners to create standout products rooted in purpose and positivity.
Each season, we produce over 50 exclusive style guides and product pitches, offering trend-driven concepts designed to enhance brand image, deepen audience engagement, and drive sales. From initial idea to retail launch, we guide the process through key milestones – ensuring we fully understand our partners’ brand essence and consumer targets, and aligning them with Smiley’s values to bring joyful, commercially impactful products to life.
