Walmart is bringing back its famous Smiley face icon after a 10-year hiatus and lengthy legal battle.

Walmart, which moved away from its smiley-face logo in recent years, is bringing it back as the face of low prices in ads and in store.

Wal-Mart is reviving its yellow smiley image to be the face of its low-price marketing.

Wal-Mart said it had no choice but to oppose Loufrani and seek to register Mr. Smiley for its use. Loufrani, in turn, filed legal papers opposing Wal-Mart’s claim.

But Wal-Mart spokesman John Simley, not to be confused with “smiley,” was happy to. “It is kind of ironic that this whole dispute is about a smiley face,” he said.

Wal-Mart has long since adapted the smiley face, in its familiar yellow-balloon incarnation, as its unofficial logo, plastering it on shopping bags, promotional posters and many retail items in an ...

Walmart is bringing back its famous Smiley face icon after a 10-year hiatus and lengthy legal battle.

Wal-Mart is reviving its yellow smiley image to be the face of its low-price marketing. The nation’s largest retailer says it’s bringing back the smiley that had been dormant for ten years.

FAYETTEVILLE, Ark. – Wal-Mart is reviving its yellow smiley image to be the face of its low-price marketing. The nation’s largest retailer is emphasizing customer service and aiming to ...