Present in popular culture and social movements since 1970, The Smiley Company is one of the world’s 100 largest licensing companies, with more than 260 dealers and an annual revenue of over US$ 265 million.

However, its entry and subsequent commercialization in Chile could not be accomplished when the National Institute of Industrial Property (Inapi) rejected its inscription because it contained a notorious visual and phonetic similarity with other trademarks such as “Cardio Smile”,”Smiles” and “Yousmile”, which were the cause of the setbacks that the company had to go through during its landing in the country.

Finally, and after two legal battles in Inapi, the firm known worldwide for its yellow face and under the representation of SILVA’s lawyers, managed to obtain the registration requested for Smiley, due to the fact that according to the ruling of the Inapi, the trademark “possesses the necessary distinctiveness to be eligible for trademark protection”.