Wal-Mart is embroiled in a legal dispute over the smiley face image which it wants to trademark in the US.


Franklin Loufrani who claims to have invented the yellow smiley face back in 1968 is opposing the US retail giant's move. For some, the image is a reminder of 1970s counter-culture, for others, a useful shorthand when sending e-mails.

But since 1996, Wal-Mart has used the image in the US on uniforms and promotional signs, and it wants sole rights to it in the US retail sector.