80-81 Smiley 2020.qxp_NEW LSB 2008 GRID 24/09/2020 09:29 Page 80
THE SMILEY BRAND AT 50
50 years of Smiles Inset: 50 hero collectors’ edition products will feature in Smiley concept shops in some of the world’s leading department stores.
What started in 1972 with the message of ‘Take The Time To Smile’ has evolved into a major licensed lifestyle IP with a raison d'être that has perhaps never been more relevant. And as it approaches its milestone 50-year anniversary in 2022, Smiley is working on a raft of activity and initiatives to further underline its message of positivity, optimism and creativity, as LSB discovers.
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he world has certainly needed a healthy dose of positivity this year, and if there’s ever been a brand more suited to this, it’s Smiley. And as it approaches its 50-year anniversary in 2022, the company has never been more focused on its purpose and brand mission – to make the world a happier place and promoting the importance of positivity. “For us, it’s more about looking at how we can positively impact the world for the next 50 years than looking back at what we’ve done for the last 50,” Matt Winton, global head of brand partnerships, Smiley50, explains to LSB. “That said, our whole campaign is about reintroducing our original message from 1972 ‘Take The Time To Smile’ because we think that’s important in the world we live today.
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LICENSING SOURCE BOOK EUROPE 2020
“What’s interesting is that our original incarnation at that time was to highlight feel-good news in a host of Europe’s leading newspapers and this message remains more relevant than ever today, as we have seen a surge in dedicated good news publications, including the launch of our own Smiley News site in 2018.” The anniversary campaign will aim to bring communities together through arts education and culture, explains Matt, building in Smiley’s EQ (emotional intelligence) legacy. It will also have an emphasis on enhancing social regeneration of areas, working with charities and directly impacting schools and local communities. Key to this will be a public art trail which will see giant Smiley spheroid sculptures appearing at major Inset: A public art trail will global landmarks on see giant Smileys appearing World Emoji Day 2022. at major global landmarks. Each will feature an individual state of emotion selected by a significant contributing artist who will create an artistic interpretation on the reverse side. Smiley will also launch a Happier Schools Programme, aiming to upskill children with vital EQ life tools by inspiring and engaging in-school art workshops and a learning pack that utilises Smiley’s range assets. This will also be rolled out on some scale through an Online