World Emoji Day falls on July 17. The emoji company looks ahead to the social media holiday with a robust brand licensing rollout.
Most people view emojis as simple icons on their phones, but over the years, they have become much more. They have transformed the way people communicate by shaping language, reflecting everyday culture and enabling people to express tone, humor and emotions with greater clarity. They also bridge gaps between languages, cultures and generations, fostering more connections and bringing people from around the world closer together. That is why Emoji Day holds such significance.
Originally created in 2014 and celebrated on July 17 (the day displayed on the “calendar” emoji on iPhones), the emoji company – exclusive owner and holder of the globally protected and registered emoji brand trademark that licenses its IP rights, the brand and its proprietary, branded emoji brand icons – and Emojipedia – a separate entity that serves as an online encyclopedia dedicated to documenting the meanings, usage and designs of emoji characters – contribute to the day’s celebration through a diverse range of licensed physical and digital products, retail programs, entertainment, immersive experiences, new emoji debuts and award nights.
“Through licensing, Emoji Day turns into a truly worldwide celebration,” says Marco Hüsges, chief executive officer, emoji company. “It comes to life simultaneously across continents, categories and consumer touchpoints, and it allows the emoji company to remain culturally relevant on a local level, while maintaining a strong and consistent global brand.”
Amplifying Emoji Day With Licensing
The emoji company will be extending the festivities well beyond a single day through licensing strategies such as brand takeovers, food and beverage items, digital celebrations on multiple social platforms, product collaborations and more. For instance, an eye-catching licensed collaboration (exclusive to the Chinese territory) the emoji company produced in 2025 was with the confectionary brand Trolli. Together, they combined the flavors of summer and emoji characters into a unique mango-flavored treat.
“We activate our global licensing network around Emoji Day and use it as a catalyst for initiatives that continue throughout the year rather than limiting it to a single moment,” says Hüsges.
Alongside strategic branding endeavors, partnerships across various licensing categories – toys and games, collectibles, fashion, home textiles, publishing and stationery and audio entertainment – help make the day that much more memorable. The company’s alliance with Crypto Blockchain Industries (CBI) brings up the emoji Marble Dash Skilled Game for Mobile and PC platforms while other collaborations led to the creation of the official emoji brand My Play Watch and allow kids and families to celebrate in the interactive, educational space. emoji company’s global collaboration with Elegoo will expand the company’s and Emoji Day’s presence in the 3D printing and maker space and give people an opportunity to join the festivities through technology and creativity. Other activations from the emoji company this year will include personal care promotions in Mexico and a quick-service restaurants (QSR) burger program in the Nordics, with more partners to be revealed.
Emojipedia will celebrate Emoji Day by hosting the annual World Emoji Awards on July 17. These awards honor some of the most popular, anticipated and significant emojis, with winners often selected through public voting on X. Last year, the “Face with Bags Under Eyes” (represents an exhausted, cynical, or “too tired to fight” reaction) was recognized as the Most Popular New Emoji and the “Melting Face” 🫠 took the Lifetime Achievement Award home.
A Celebration That Doesn’t End
Though Emoji Day is a few months away, licensing allows people to cherish emojis, the connections they bring year and Emoji Day year round. A place people can go to celebrate is the recently opened emojiPlanet by the emoji company, an immersive family entertainment arcade experience based in Vancouver, Canada.
“Vancouver is a globally connected, family-oriented city with a strong entertainment culture,” says Hüsges. “It reflects the inclusive and international mindset of the emoji company brand and provides an ideal environment to launch and scale immersive entertainment experiences. It also helps maintain the awareness for emoji as a global lifestyle, entertainment and experiential brand.”
This experience combines arcade gaming, play and branded merchandise in a family-friendly, culturally relevant environment that encourages movement. It also translates the emotional language of emoji brand icons into physical spaces and real-world interaction. But one does not have to be in Vancouver to enjoy emojiPlanet. More locations have already been signed and will be launched throughout the next 12 months.
After emojiPlanet, the emoji company aims to develop an emojiland, an indoor and outdoor park experience featuring rides, carousels, climbing walls, interactive play areas and shared activities designed to bring generations together. It is set to be made from various partnerships that would enhance emojis themselves and extend the celebration of Emoji Day even further.
