Smiley is a brand developed by Franklin Loufrani since 1971. He controls Smileyworld Ltd, a company whose mission is to make the world a happier place to live. Its brand Smiley is sold all over the world in several lifestyle industries, and its designers are constantly developing very creative and edgy products. The company donates ten percent of its royalties to a charity called the Smiley World Association, active with social actions in several countries. Its baseline is "Share your smile with those in need".