IN OVER - Smiley

WELCOME
40 Years ago, my father Franklin Loufrani had a simple idea to change the way the world responded to news constantly dominated by stories of sadness, disaster and despair. He did this with a smile, and so Smiley was born.
We’ve come a long way since the first appearance of our Original Smiley in 1972. As the foundation and soul of The Smiley Company, we welcome you into the universe of positivity we live and work in every day.
We hope that through discovering the many examples of product development, creative design and innovative promotion; together we too will embark on a creative journey furthering our own company mission, whilst adding a ‘happy kick’ to your organisation.
Our mission, much like our first endeavour 40 Years ago, is to make the world a happier place. We achieve this by enabling consumers around the world to connect, engage and touch one another through emotion, self-expression and positivity.
With so much at stake (making the world a happier place is no easy feat!), we have always been very careful with whom we partner with. We chose you because we feel your company embodies the spirit of our own; channelled Franklin Loufrani
Guru
through your creativity, passion and professionalism. We hope you will support our desire to continue inspiring others through new product ranges.
Working with the Smiley Company means sharing a powerful philosophy; one defined through a love of life, adventure, emotion, passion, positivity and of course; success. We have been constantly inspiring consumers around the world throughout our iconic history and will continue to do so.
Our logo and designs may appear simple, but we have made it our challenge to instil meaning and universal recognition into each and every design we produce across every imaginable category. Every picture tells a thousand stories. We give content to our designs which in turn create meaningful products – all relevant to our target audience. It is a strategy which has served us well.
I hope you enjoy learning more about how we wish to continue our achievements and growth. Explore our universe and imagine the many possibilities of translating our content into your products. Above all, let’s enjoy ourselves whilst doing it.
Keep smiling.
Nicolas Loufrani
Nicolas Loufrani
Spiritual Guide & Beloved Leader
HISTORY
The Smiley® company is home to one of the most recognisable logos in the world.
The original Smiley® brand was born on January 1st 1972 with the ‘take time to smile’ promotion launched by Franklin Loufrani in French newspaper ‘France Soir’.
Smiley® is more than an icon, brand and lifestyle; it’s a spirit, a philosophy. It exists to remind people of how powerful a smile is and how much a simple smile can change both your life and the lives of others around you.
In 1997, Franklin’s son Nicolas Loufrani introduced the ‘smiley’s’; a collection of the first visual emoticons which transformed the way the world communicated and expressed their emotions via digital communication. Now, thousands of new icons exist and more continue to be developed.
Emotions
Animals
Emotions
Symbols
Emotions
Personality
Traits
Flags
Colours
Descriptive
Sports
Zodiac
Actions
Nature
Chinese
Zodiac
Characters
Objects
Alphabet /
Numbers
Occasions
Transports
Style
tribes
Occupation
Weather
Smiley Jr /
Smiley girl
Nations
Food / Fruits
Smiley baby
Smiley pets
TODAY
LONDON SHOP
REGISTERED
IN OVER
SMILEY
BOX PARK
MISSION
COUNTRIES
ON
WEBSITES
SMILEYCOMPANY.COM
2 MILLION
ACEBOOK FANS
OFF
$160M
TURN OVER
OVER OVER
2000 200
ICONS PARTNERS
TO MAKE THE
WORLD A HAPPIER
PLACE BY PROMOTING
EMOTIONAL
CONNECTIVITY
ENGAGEMENT AND SELF-EXPRESSION
THROUGH OUR
ICONIC LOGO SOUL
COMPANY
VALUES
Smiley is powerful. Our strongest attributes are:
light
positive
music
welcoming
cool
interaction
ICONIC
inspired
simple
recognised
clean
fun
cheeky
EMOTIONAL
self-expression
provocative
energy
ironic
personal
GLOBAL
colourful
humour
powerful
soul
peaceful
optimistic
There are common values central to our Company Philosophy.
INTEGRITY We give something back through the SmileyWorld Association Charity.
QUALITY We strive to be the best.
CREATIVITY We constantly innovate our offerings.
COMMUNITY SPIRIT We promote and encourage
positivity and togetherness.
POSITIVITY Generations of people have
embraced our products as a symbol of happiness.
BRANDS &
COLLECTIONS HIERARCHY
SMILEY & YOU Our major partners understand that the Smiley phenomena is a powerful tool to communicate to consumers all the positive values we stand for; which they too hope to share.
Smiley speaks to everyone.
We’ve done business with... COMMUNICATION
& MARKETING
Current, on-trend and upto-we follow a centralised
communication strategy.
· Global offices
· International PR network
· VIP product placement
Kylie Minogue - Voici (France)
Katy Perry & Alessandra Ambrosio - In touch
Paris Hilton & Danni Minogue - Girls (UK)
Nevio - Vogue (Germany)
Madonna - Mail (UK)
Jean Dujardin - Cannes Film Festival
Paris Hilton - Londonlite (UK)
BE (France)
AD (Italy)
Marie Claire (France)
Time Out (UK)
Le Tmep (Swiss)
Yo Dona (Spain)
Cosmopolitan (France)
Elle (Italy)
Donna Moderna (Italy)
Bliss (UK)
Viva Deco (France)
License (India)
Disorder (UK)
Grazia (Italy)
Flavour (UK)
Bliss (UK)
Grazia (UK)
Sport & Street Collezioni (Italy)
COLLABORATION
Cutting edge designers partner with Smiley every year.
Louise Gray
Disaya
Philip Plein
Religion
Jean-Charles de Castelbaljac
ONLINE
Smiley is everywhere, more than ever online where we spread our values virally and through strategy social media strategies
www.smileycompany.com
blog.smileycompany.com
Facebook
Smiley Online Store
Smiley Online Entertainment
Smiley Blog
TRADESHOW
We exhibit leading global Tradeshows. We distribute 100,000’s of Smiley badges – as a promotional tool to spread happiness even in a business environment.
Beijing Home Gifts&Toy Show (Beijing)
Beijing Home Gifts&Toy Show (Beijing)
Ambiente (Frankfurt)
Ambiente (Frankfurt)
Bread and Butter (Berlin)
Bread and Butter (Berlin)
Bread and Butter (Berlin)
Bread and Butter (Berlin)
Ambiente (Frankfurt)
Ambiente (Frankfurt)
Heimtex (Frankfurt)
Heimtex (Frankfurt)
ISPO (Munich)
ISPO (Munich)
RETAIL
Smiley is present in high-profile shop windows, concessions,
corners, POS displays and major retail promotions – all bringing the message of happiness into the shopping experience.
Jennifer (France)
Etam (France)
Go Sport (France)
Selfridges (UK)
Sephora (France)
Pop-up Store (Milan)
Moa (France)
Pop-up Store (Milan)
Bossini (Hong Kong)
Watson (Hong Kong)
BOXPARK
SMILEY STORE
Our first Official Smiley Shop, opened in London for the start of 2012. Filled with everything you could imagine to bring a smile to consumers faces.
A creative project developed with the idea that Smiley is rooted in music culture. We
decided to explore this further by literally creating a musical nightlife feel to our first
store; young, trendy and always kicking out great beats with a smile.
EVENT
As a global cultural icon, we partner with exciting music and fashion events to spread happiness, give away Smiley goodies and connect with celebrities who in turn become out ambassadors
Sonar Festival (Spain)
Colette 10th Anniversary (France)
Colette 10th Anniversary (France)
Cannes Film Festival (France)
100 DJ Party (UK)
Sonar Festival (Spain)
Cannes Film Festival (France)
Cannes Film Festival (France)
100 DJ Party (UK)
MOBO Award (UK)
Cannes Film Festival (France)
Cannes Film Festival (France)
ADVERTISING
Leading brands use our brand as part of theirglobal communication strategy. Emotional connection with customers is the
key to long-term growth and success. Smiley achieves this.
Optus (Australia)
Renault (France)
Optus (Australia)
El Duende (Spain)
Renault (France)
Cartorama (Italy)
Cartorama (Italy)
Suntjens (Germany)
Bossini (Hong Kong)
PROMOTIONS
Other organisations successfully partner with us for engaging activities to sell promotions.
Carrefour (France)
MTR (Hong Kong)
MTR (Hong Kong)
MTR (Hong Kong)
Octopus (Hong Kong)
Chung Yuen (Hong Kong)
Chung Yuen (Hong Kong)
Carrefour (France)
Carrefour (France)
La Mie Caline (France)
Quick (France)
THE POWER OF CREATIVITY We offer a full-time, full-scale Smiley team each with a specific role. Our team is your team.
· Creative resources from our design studio
· Trends team promoting forefront of design,
· Heads of categories and specialists in marketing, PR and brand building
TREND
FORECASTERS
GRAPHIC
ARTISTS
CATEGORY
MANAGERS
YOU
PRODUCT
DESIGN
MARKETING
& PR
CREATIVITY IN ACTION The design studio works constantly to develop a new vision for the brands and adapt lastest market trends.
Brand Presentation
Style guides
New Graphics & Artwork
Tradeshow/Event Stand Concept
PRODUCT CONCEPT The studio is not limited to overall briefs for the company. It constantly works on a case-by-case bespoke basis for individual client needs.
April
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
SMILEYWORLD
SMILEY
The SWA is a non-profitable organisation, working actively against all forms of social isolation and managed independently by Groupe SOS. www.groupe-sos.org
The Smiley Fair-trade project is a 100% Non-profit program where all money raised goes to support local communities of producers
A range of exclusive Smiley fair-trade products have been created for global distribution.
ASSOCIATION
We support our SWA by donating 10% of all royalties accrued from the sale of our products.
For more information about the SWA please visit
S
pr
ead
ile
www.smileyworldassociation.org
m
your s
FAIR TRADE
PRODUCT BRAND VALUES PYRAMID & PHILOSOPHY Philosophy:
Smiley®
Collaborations
“Happy Cashmere®”
Consumer target
Trend setters
Consumer target
16-35 yrs
Upscale department store & boutiques
Consumer target
16-35 yrs
Selective department stores & independent stores
“Happy Deluxe®”
“Happy Decor®”
Exclusive premium boutiques
“Happy Travel®”
“Happy Time®”
“Happy Eyes®”
“Happy Sports®”
“Happy Collection®”
Direct To Retail
Consumer target
16-35 yrs
Specialized high street chain stores
Happiness
So simple,
so perfect and
we all want it.
Original
Choose original and
enjoy the prestige
and wealth of
content developed
since out first smile
40 years ago.
Our story is firmly established in contemporary
‘Pop Culture’.
We’re not just a logo,
icon, brand or lifestyle.
Smiley is a spirit. You
choose our brand
because of the kind of
person you are or want
to become.
Through our continued
efforts, we constantly
ensure that our visual
identity – the iconic
Smiley – is recognised
as the international
symbol of happiness.
STYLE THEME
Iconic and simply executed. It’s the Smiley we
all love and know. Yellows, blacks and whites –
the core colours of an icon.
Featuring Creativando, FireDesign,
Branex, Present time, Fortress, Maison de
vacances, Nunettes, Wave gear, Santex, Fun
4 U, Thermos, Zak Designs
STYLE THEME
Smiley is worn and loved by real contemporary
icons, musicians and celebrities. This design
range reflects on past and present celebrities;
interpreting their look and feel into our recognised artworks.
Featuring Olivier Desforges, Fortress,
Smiley Factory, Religion, Kleen-tex, Present
time, Thermos, Fun 4 U
STYLE THEME
Smiley with a twist; infused with colour and
personality. A fresh and revived look to the
established classic Smiley.
Featuring Religion, Zara, Etam, Lannoo,
Nunettes, Wave gear, The Sting, Smiley
Factory
STYLE THEME
Featuring metallic and bejewelled Smiley’s;
fusing the world of luxe and desirable aesthetics. Sharp, edgy and always fashionable.
Featuring Sibling, Disaya, HNJ, Smiley
Factory, N2, Maison de vacances, Anaik
STYLE THEME
Deep rooted in music and the evolution of
design culture; washed and distressed looks to
give our 40 year old icon its rightful heritage
and everlasting imprint.
Featuring Anaik, Present time, Etam,
Lannoo, Olivier Desforges, Smiley Factory
STYLE THEME
Artistic reinterpretation of the iconic Smiley – Featuring Cultwork, Smiley Factory
a new way to expand the creative possibilities of our iconic logo and reach new design boundaries.
STYLE THEME
Our Smiley is part of popular culture cherished
history. It is only natural to fuse the well-known
styles of the pop-art movement with our famous
logo to create a truly iconic design direction for
lovers of colour, art and interpretation.
Featuring Kleen Tex, Creative cards
design, Toulemonde, Zak Designs, Case
scenario, Giraudi, Fire design, ECP
PRODUCT BRAND VALUES PYRAMID & PHILOSOPHY Trendy
CORE target
15-20 yrs
SECONDARY
20-25 yrs
Smiley
Society
SmileyWorld
Express yourself
CORE target
Teenagers
SECONDARY
7-12, 22-30 yrs
CORE target
3-8 yrs
Smiley Jr. &
Smiley Girl
Smiley
Baby
Retail Promotions
Special event instant reward
Fast Moving Consumer Goods
Denim + streetwear
specialised
department
store &
High street stores
Mass market
& High street and chain stores
CORE target
0-36 months
Mass market
Convenience stores & Petrol chains
Through style, teenagers
express their sense of
belonging to various
groups.
Cool
Society ensures graphic
direction always aligns with
the coolest trends of youth
culture
Philosophy:
The generation Z has
grown-up with the world wide
web – a generation with
lifelong use of
communications and media
technology; the web,
Smartphone, touch screen,
tablet and mp3 player. Forever
on trend, down with the latest
music – they are the future
society.
Selfexpression
Consumers can communicate their feelings and
emotions through their
choice of easily identifiable
icons
Humour
We always convey our
icons in a humorous and
cheeky way.
Diversity
A SmileyWorld icon exists
for everyone. We are able
to offer so much, so easily.
Philosophy:
SmileyWorld is the voice of
teenagers, expressing
themselves through our
products just as they do every
day in life via social media.
STYLE THEME
Up-to-date designs, on trend and directly Featuring Smiley Factory, N2, Fun 4 U
linked to the social circles and cultures teenagers love to associate with.
STYLE THEME
STYLE TRIBES BOY
Featuring Herlitz, CoolCat, Sid, Smiley Music and trendy group led design; an icon for Factory
every cool kid if they rock, pop, skate or hop
STYLE TRIBES GIRL Icons made for the girl about town; reflecting on fashion and music interests
STYLE THEME
Our youthful icon flying solo; designs led by simple yet strong application to a broad range of products
Featuring Cartorama, Benetton, Waechtersbach, Fantastic, Pyramid posters, Lime nordic, BG eye, Giaretti, Eurosphere, Simon & Schuster, Watson
STYLE THEME
Stripped, simple and still filled with colour and Featuring Taiho, Lannoo, Moa, Etchstar, playfullness.
One O one, Smiley Factory
STYLE THEME
Stripped of its circular border, eyes & mouth is
a more playful way to express and explore our
icons
Featuring Aegis, Sid bijoux, One O one,
Taiho, Santex for Bershka, Smiley Factory
STYLE THEME
Slogan driven icons to enhance the graphic
message with fun messages and phrases.
Featuring Santex, Lannoo, Taiho, LA
rug, Incidence, Benetton, Eigenart, CoolCat,
Smiley Factory
STYLE THEME
Our icons expressed through colour and the
emotions associated with them
Featuring Incidence, Waechtersbach,
Cartorama, Fantastic, One O one, Smiley
Factory
STYLE THEME
Music Badge Set
STYLE THEME
A smiley icon for every nation - truly embodying Featuring FutureHome, Incidence, the universal flavour of our accessible designs. Taiho, Moa, Smiley Factory
STYLE THEME
Flowers, hearts, pinks and pastels – icons Featuring FutureHome, Claire’s accesdesigns specifically for young girls discovering sories, Lannoo, One O one, Impex, their identity
STYLE THEME
STYLE THEME
Our icon like never before – with arms and legs! Featuring Lannoo, Prime, One O one, Boys only and activity driven.
Fun 4 U, Smiley Factory
Like Jr, this time exclusively for girls with an Featuring One O one, Dubai Library, emphasis on statement and mixes of colour.
Smiley Factory
STYLE THEME
STYLE THEME
Unisex baby designs with character touches Featuring Cartorama, Watson, Smiley and softer colours to appeal to babies and Factory
parents.
Our icons transformed into animals to help Featuring Dragon D’or translate the smiley values of expression and emotion to young kids
PULL OUT
WHAT DO
OUR PARTNERS SAY
The Publicis Groupe on behalf of Renault (France)
“On a second hand market mainly communicating on a promise of quality and where the ‘manufacturer charter’ is the main standard, Renault has decided to set up a new deal and to focus on consumer benefits. Smiley® immediately established itself as the ideal symbol to express, in its own way, the idea of satisfaction.
The friendly and warm hearted tone of the Smiley® has allowed Renault to appropriately communicate to its customers a feeling of sympathy and enthusiasm towards the ‘Renault Occasions’ label. Smiley®’s graphic colours (yellow, black and white) are very close to Renault’s; therefore Smiley® integrated itself very naturally into the Renault brand.
The universal and quirky image of the Smiley® makes it possible for Renault to benefit from a real advantage in terms of communication. The 2010 campaign uses Smiley® to promote a new incentive for Renault’s second-hand vehicles: ‘a guarantee of 4 years for only 1 more Euro”.
Mr. Raza Beig, CEO at Splash (Dubai)
“We are extremely pleased with our association Reason why the SmileyWorld collection has with ‘The Smiley World’. become a wardrobe staple in a very short period since its launch in the region.''
The collection has instantly struck a chord with our customers and the happy character has tickled both sexes across all ages.
Laurent Niewolinski,
Marketing director at Quick (France)
“Quick is really glad to provide the SmileyWorld attitude to kids with a range of great premiums”.
Florence Magnier,
Director of collections at Etam (France)
“We had been seduced both by the unusual and funny philosophy of the Smiley character as well as by the positive spirit of the people managing the Smiley® company.
It turned out that Smiley® had become very trendy at the time we started working with them, it was coherent both with our history and our image, and we thought we could propose its positive spirit and its strong values to our customers through our different european markets.
The Smiley® Character perfectly completes our existing range, it took its place naturally and is always welcomed by our clients…”
Oliver Windbreak,
Global head of marketing at Herlitz AG (Berlin)
Herlitz and SmileyWorld is a perfect match as both brands have a positive image and attract huge target groups. As the SW series is one of Herlitz focus themes for 2012, the design variety is pretty high and the product range attractively wide. The feedback of our key trade partners in the different countries is very positive and we are convinced that the end consumers will love the range too. We are looking forward to creating another success story in the license market with our new partner SmileyWorld.
Pierluigi Testa, CEO at Cartorama (Italy)
“Cartorama Group, as a sector leader, couldn't miss such a notorious and loved brand. We believe in Smiley® because it's a positive brand, that expresses important values, makes people happy and it fits perfectly to our school and gift articles. The Smiley® face's positive spirit permeates through our collections and lets us interpret it into so many products, made with style, innovation and the fantasy that marks our company.”
Kendra Chan, Buying manager at Watsons (HongKong)
”Smiley World delivers a fun and fresh innovation design to upgrade A S Watson Own Brand, making our classic paper & cotton standing out from the crowd, and driving excellent sales. We look forward to extending this to more categories in coming day to spread more happiness to our customers across the region. Peter Beyens,
Publisher at Standaard Uitgeverij (Belgium)
“Smiley® is a very strong character that fits for 100% into our publishing plans. It will enable us to develop a strong publishing programme that aims to children as well as teenagers. The Smiley® characters can be a real added value to strong concepts that have already been proven to be successful. This is a great opportunity for us to broaden our list. And the positive message behind SmileyWorld is really something that this world needs right now.”
Mikhail Markotkin,
General director at Rosman Publishing (Russia)
“We are very happy that we became a partner of SmileyWorld and join this bright and positive brand. I believe that Smiley® expects stunning success in Russia.”
Richard de Jong,
Managing director at Cool Cat (Netherlands)
“Because of the energetic cooperation between SmileyWorld and CoolCat Fashion we are able to create FUN and JOY in our collection and bring a Smile on young faces. The catalogue provided by SmileyWorld is easy to use and help us to decide and select the best artworks for CoolCat Fashion.
CoolCat Fashion is an excellent retailer where it is fun to work and shop! Fun is the main target in our shops! Smiley World and CoolCat Fashion both know how to create FUN together!!”
SMILEY OFFICES
London / Paris / Tokyo / Cleveland / Hong Kong / Shanghai / Dubai Sao Paolo / Johannesburg / Tel Aviv / Athens / Seoul / Singapore
Jakarta / Bangkok / Kuala Lumpur / Manila
www.smileycompany.com
Smiley,
, names, characters and all related indicia are owned by The Smiley Company ©1971 - 2012. All rights reserved.