Fifty years and $500m: the happy business of the smiley symbol

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The smiley face has been co-opted by ravers, artists and fashion for decades. So how does the company that owns it keep it relevant?Nicolas Loufrani, CEO of the Smiley Company, has sharp features, and a sharper grin. I find him in his London office wearing grey pin-striped dungarees, beaming energetically, clutching a poster that says: “Take the time to smile.” Around him, the room fizzes with iterations of the icon – you know the one. Fluorescent lights in the shape of that unmistakably simple, upbeat expression. Clothing, homeware, bottles of prosecco… all stamped with it. A basketba ...

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