COVER STORY
Celebrating 50 years of Smiley! Born early in 1972 to spread feel-good news, the Smiley brand is celebrating 50 years through a series of collaborations with some of the most exciting brands across fashion, lifestyle, home and beauty. Initially trademarked 50 years ago by French journalist Franklin Loufrani, Smiley first appeared in France Soir newspaper in a campaign with RTL, designed to highlight positive news. Franklin was, without doubt, a pioneer. He had previously been in charge of Babar at Hachette so was well versed in the opportunities that a brand could present. Using the tag line ‘Take the Time to Smile’ whilst the brand was unnamed at the beginning, Franklin quickly realised that licensing created a massive opportunity – one that became a mass PAGE 18
TOTAL BRAND LICENSING
