The Smiley Company entered into a partnership with Samsung to introduce The Smiley Edition, a collection of must-have accessories designed to celebrate optimism and creativity.
Through the collaboration, Samsung released a meticulously created selection of accessories developed by Smiley Studio. Showcasing an innovative approach to 3D design, The Smiley Edition collection incorporated a range of accessories catering to diverse tastes. Options included envelope cases for the Galaxy Tab S9, wireless chargers, gadget grips, a popticle case for the Galaxy Fold 5 and an eco-friendly case for the Galaxy Z Flip5.
Smiley’s origins lie in the 1970s. In 1972, Smiley face creator and owner Franklin Loufrani was tasked with creating a ‘feel-good’ campaign while working for the French publication France Soir. The prevailing mood in France at the time was sombre and gloomy, with frequent negative headlines reporting political and civil unrest across the country.
This solemn mood was prevalent not only in France but also in many Western nations towards the end of the Vietnam War. To counter visions of a gloomy, dystopian future, Franklin Loufrani created Smiley as a logo of optimism and positivity. Recognising its potential to fulfil an unmet need for positivity among readers, several other European publications adopted Franklin Loufrani’s ‘Take the Time to Smile’ campaign, including De Telegraph in the Netherlands, the German Blick and the Spanish publication La Vanguardia.
Over the years, the Smiley Company has diversified and expanded considerably. Joining his father’s company as CEO in 1997, Nicolas Loufrani created a new 3D Smiley face, along with hundreds of versions with different facial expressions, developing the world’s first graphical emoticons. The Smiley Company published these on the internet after registering the images with the United States Copyright Office.
What truly set Samsung’s The Smiley Edition accessory collection apart was the innovative design crafted by Smiley Studio. Integrating a futuristic edge as a nod to the metaverse trend, The Smiley Edition infused a sense of self-expression and joy into tech life. Incorporating iconic Smiley designs, Samsung’s accessories were well received on release and credited with bringing a playful touch to devices. The Galaxy Z Flip5 cover in particular was touted as showcasing a unique theme, adding a touch of individuality to devices. Combining top-notch quality and iconic designs, Samsung’s Eco-Friends collection embraced self-expression and personal style.
By joining forces on The Smiley Edition, Samsung and the Smiley Company created a collection of accessories celebrating joy and creativity. As trademark and IP owner of the globally renowned ‘Smiley Face’, the Smiley Company has promoted positivity and happiness for more than 50 years now, spreading smiles and optimism across the globe. The company has also established itself as a force to be reckoned with in the licensing industry. In partnering with Samsung and meticulously curating a new line of mobile accessories, the Smiley design team showcased their forward-thinking approach to 3D design.
Presenting a range of options to cater for diverse consumer tastes, Samsung’s Smiley Edition collection was well received, with Smiley Studio’s futuristic aesthetic singled out for praise. In a joint statement issued by Samsung and the Smiley Company, the organisations agreed that the essence of The Smiley Edition lay in infusing self-expression and joy into tech life. Featuring iconic Smiley designs, The Smiley Edition was launched to add a playful touch to devices.
Speaking on The Smiley Edition’s launch, Nicolas Loufrani reflected his pride at the Smiley Company being chosen by Samsung as a brand partner. Conceding that Samsung is one of the biggest brands in the world, Mr Loufrani expressed his gratitude at being able to work with the company to spread positivity, describing the partnership as ‘a dream come true.’
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