The Smiley Face Cookie Company, a beloved bakery known for its delicious, smiley face-themed cookies and its commitment to providing meaningful employment for adults with disabilities, is announcing a rebranding initiative following a cease and desist letter from another company whose trademark covers the word “smiley” for all baked goods.
While the company believes it could defend its use of the brand, the financial cost of doing so far outweighs the cost of transitioning to a new name.
As part of the rebranding process, The Smiley Face Cookie Company is excited to invite the public to help shape its new identity by submitting suggestions for a new brand name through its social media channels.
Customers, cookie lovers, and supporters are encouraged to get creative and share their ideas online as the company moves forward with this change.
The Smiley Face Cookie Company was founded by Scott and Sheila Rinaberger, owners of McArthur’s Bakery, with a mission to craft fun, high-quality cookies while offering meaningful work opportunities for adults with disabilities. Today, the company operates under enABLE Enterprises, continuing to provide a supportive and inclusive work environment where employees embrace their perfectly imperfect roles in creating delicious, smile-inducing cookies.
“We’ve always believed that our customers are at the heart of everything we do, and we want them to be a part of this exciting new chapter,” said Scott Rinaberger, Founder of The Smiley Face Cookie Company. “While we are capable of defending our current brand, we’ve made the decision to embrace a fresh new identity that will allow us to continue spreading joy with cookies and create even more opportunities for the people who work with us.
We look forward to seeing how our community contributes to this exciting transition.” Sheila Rinaberger, CEO of enABLE Enterprises, added, “This rebranding marks a new and exciting chapter for us. Our mission has always been about creating opportunities for adults with disabilities to thrive in a meaningful work environment, and this change gives us the chance to reach even more people, to grow our impact, and to continue fostering an inclusive and positive community. We are thrilled to have the public’s input as we evolve and grow.”
“Our cookies have always been about spreading joy, and the people who make them are just as perfectly imperfect as the cookies themselves,” said Heather Nickel, COO of enABLE Enterprises. “This rebranding is more than just a legal move; it’s an opportunity for us to evolve and better reflect our mission. We’re excited to launch this new identity with the help of our wonderful community.”
To participate in the rebranding process, follow The Smiley Face Cookie Company on social media and submit your ideas using the hashtag #NewNameNewSmiles. The company will be collecting suggestions until Friday, December 6th and will announce the new brand name soon after.
As always, the best way to support The Smiley Face Cookie Company during this exciting time is to continue purchasing their cookies, available at Schnucks locations. Your support helps provide meaningful employment for adults with disabilities, and every cookie purchase makes a difference in the lives of the people who create them.
The company is committed to maintaining its strong focus on providing meaningful employment for adults with disabilities while continuing to deliver the high-quality, smile-inducing cookies that have earned the love and loyalty of its customers.
About The Smiley Face Cookie Company:
Founded by Scott and Sheila Rinaberger of McArthur’s Bakery, The Smiley Face Cookie Company specializes in creating delicious, smiley face-themed cookies while providing meaningful employment for adults with disabilities. Now under the umbrella of enABLE Enterprises, the company continues to create a positive, inclusive environment where employees embrace their roles with joy and pride. With a new rebrand on the horizon, The Smiley Face Cookie Company looks forward to continuing to serve its customers and community with love, creativity, and cookies!
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Hi there! I live in Pittsburgh, PA and this story is making its way around social media and is making a lot of us really angry. Eat n park cookies are disgusting anyways and the fact that they are doing this is making it worse. We want to pass around information on how to purchase the cookies if they are available to be shipped and I can’t find information on that. Do you know if that is something that is available? I am very “loud” about getting the word out on these things and I also have special needs children and have worked with special needs adults so I have a lot of people who are ready to support the smiley face cookie company even though we can’t stop the name change. Whatever information you can get to me would be great. Or if you could put me in contact with someone. I’d love to put something together about the company and what it does for the adults it works with along with how to order the cookies, if that’s possible. Thanks so much.
[…] Therefore, they are going to come up with another name for their cookies. McArthur’s Bakery is enlisting the help of the public to help choose a name. I suggest “The Cookies Formally Known as Smiley Face […]