In 1997 Franklin's son Nicolas Loufrani has started to create a new world with icons based on the original Smiley logo. Today over 1200 icons are used as part of a brand called Smileyworld. This brand is based on a communication concept aimed at helping people to communicate better through various social expression products (greeting cards, gifts, etc.). It is also an educative project with books, toys, interactive products as well as a lifestyle brand for children.