announced in 2017 that they would be using the smiley on a special edition design of its water bottles. AdAge referred to its use as a "feel-good effect" and water bottles using the smiley icon had an 11.8% increase in sales, compared to the standard bottles, with 128 million bottles sold across Europe which featured the smiley-design. In the UK, "Jammie Dodgers", a legendary biscuit line, incorporate the smiley engraved into circular cookies. Art and fashion As part of his early works, graffiti artist Banksy frequently used the smiley in his art. The first of his major works that included a smiley was his Flying Copper portrait, which was completed in 2004. It was during a period when Banksy experimented with working on canvas and paper portraits. He also used the smiley in 2005 to replace the face of the grim reaper. The image became known as "grin reaper." In 2007, The Smiley Company partnered with Moschino for the campaign, "Smiley for Moschino." During the Covid-19 pandemic, fashion label Pull & Bear announced they would be releasing t-shirts with a smiley design incorporated on the front. Other fashion labels that have used the smiley on their garments include H&M and Zara. The smiley has also featured on high-end fashion lines, including Fendi and Moncler. High end French jeweller Valerie Messika produced white gold and yellow pendants, which contained a smiley face. For the 50th birthday of the Smiley, Galeries Lafayette in Paris, Beijing and Shanghai and 10 Nordstrom department stores sold limited edition smiley products to commemorate the anniversary. During the same year, Lee Jeans announced the launch of a new clothing collection, Lee x Smiley. Gaming In 1980, Namco released the now famous Pac-man, a yellow faced cartoon character. In 2008, the video game Battlefield: Bad Company used the yellow smiley as part of its branding for the game. The smiley appeared throughout the game and also on the cover. The smiley normally appeared on the side of a grenade, which is something that became synonymous with the Battlefield series. The 1987 Atari ST game MIDI Maze, released on other platforms as Faceball 2000, features round, yellow Smileys as enemies. When a player is eliminated, these enemies taunt the player with the phrase "Have a nice day." Other uses During the London 2012 opening ceremony, early on in the show a number of giant yellow beach balls were released