During last Festival of Licensing, The Smiley Company talked about its initiatives and the importance of brand positivity
Within last Festival of Licensing, The Smiley Company talked about its projects and the power of positivity for brands.
Nicolas Loufrani, Founder and CEO, explained that for company’s 50th anniversary (in 2022), they are focusing on the future collaborations, and also charitable and constructive initiatives through the Smiley Movement.
“With the Smiley Movement Nicolas Loufrani wanted to create a rich movement of organizations and brands who do good together in the world” clarified Christina Medici, Head of partnerships at Smiley Movement.
Charitable initiatives are also activated thanks to collaborations with other brands. For example with Eastpak, they raised funds to help 18 homeless mothers and their families.
Among the initiatives there is also Smiley News, a feed with positive news about the work of charities and brands.
2020 was a complicated year for everyone but the collaboration with Smiley has inspired companies to continue spreading positivity through their products during the lockdown. Two collaborators of Pull & Bear (Inditex Group), Joana Oliviera, designer, womenswear e Pablo Carballo, content manager, stated that the collaboration with Smiley was very useful to share smile’s positive energy on social networks, which are often full of negative messages.
Matt Winton, Head of global partnerships at Smiley, said that he is very happy for the release of the Smiley Baby collection in Germany in collaboration with Zara Kids. It has so many comfortable items, mostly in organic cotton.
Helping young generations to live more positively is very important for a bright future: Smiley has provided specific educational programs for schools, which will also make it easier for children to express all their emotions.
He also added: “We have developed a great variety of emoticons but each is equally important: it always conveys in different objects and situations a message of fun, to be shared with friends and loved ones. We have a lot of projects for our emojis and we are already focused on what we can do in the next 50 years”.
Curated by Alessandra Maccaferri