Smiley’s People – RDM Issues 1st Not for Profit Coin for Charity

The Royal Dutch Mint (RDM) is the latest mint to create a not-for-profit coin for charitable purposes, designing an exclusive coin in collaboration with the Smiley Movement. For every coin sold, it will donate a food box to the Foodbank Amsterdam at Christmas.

The Smiley Movement is an initiative of the Smiley Company, a non-profit community interest organisation which aims to inspire positive change in society by creating a happier, more equal and sustainable world, where everyone works hand-in-hand to address urgent societal and environmental problems. In 2017, Nicolas Loufrani – its CEO – identified a gap in the market between the people looking for opportunities to give back and the millions of charitable causes in need of support, and created the Smiley Movement.

The Foodbank Amsterdam coin issue is a completely non-profit product of the RDM and was struck on the occasion of Smiley’s 50th anniversary. It was launched on 12 October, World Food Day.

On the front of the coin is the 50th anniversary logo of The Smiley Company with their slogan ‘Take The Time To Smile!’. On the reverse is a hand holding the logo of the Foodbank Amsterdam. Against a background of smileys, the hand reaches for another hand, symbolising the food box that is donated.

The coin is packed in a coincard with the original Smiley® on it. In Amsterdam, 4,200 people depend on the Foodbank. Including the surrounding region, this adds up to 12,000 people in total. The mintage is therefore 12,000 coin cards.

The issue, which is a collectible only (ie. it has no legal tender status) can be ordered directly at www.royaldutchmint.com/foodbank-amsterdam-medal-in-coincard/en/product/12935/