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Love Is...

Love Is... is a single-panel comic strip created by New Zealand artist Kim Casali (née Grove), featuring two nude childlike figures—a boy and a girl—symbolizing an enduring romantic couple, paired with succinct, wholesome affirmations of love's everyday virtues.^[1]^[2] Originating in the late 1960s, the cartoons began as private doodles Casali sketched on scraps of paper and postcards as affectionate messages to her Italian fiancé, Roberto Casali, whom she met while working as a receptionist in London.^[1]^[3] The first public illustration appeared in 1967 on a postcard sent to Roberto, evolving into a syndicated feature by 1970 that gained international popularity through newspapers, books, and merchandise, emphasizing simple relational ideals like mutual support and fidelity without overt sensuality.^[1]^[2] Casali, born in 1941 and passing in 1997, continued producing the strips until health issues, after which successors like Bill Asprey maintained the series, which remains in syndication and has been translated into multiple languages, reflecting its timeless appeal rooted in unpretentious depictions of marital harmony.^[3]^[4] No significant controversies marred its run, though its chaste portrayal of nudity as innocent love contrasted with more explicit 1970s media trends, contributing to its family-friendly reputation.^[2]

History and Creation

Origins as Personal Love Notes

Kim Grove, a New Zealand-born artist living in Los Angeles, met Italian businessman Roberto Casali at a ski club gathering one week after Valentine's Day in 1967.^[5] Their courtship inspired Grove to create simple illustrated love notes for Casali, beginning with a thumbnail caricature of herself drawn on a postcard during an early separation on a ski trip that same year.^[5] These private expressions depicted the couple through childlike, often nude figures symbolizing vulnerability and purity, focusing on unadorned acts of everyday devotion such as sharing joys or providing comfort.^[6] The notes embodied a straightforward conception of romantic love rooted in mutual self-giving, predating broader cultural emphases on self-fulfillment in relationships during the late 20th century. Grove hid these drawings in Casali's pockets, under pillows, or sent them by mail when apart, using them as shy affirmations of affection rather than public statements.^[5] Prior to any formal publication, Grove compiled her illustrations into small "Love is When" booklets, stapling pages together and selling them for $1 each from her receptionist desk at a Los Angeles printing company, initially sharing with colleagues who provided encouraging feedback.^[5] This limited distribution among friends and coworkers in California marked the notes' transition from strictly personal tokens to modest communal appreciation, grounded in the couple's real-life experiences without ideological overlay.^[2]

Syndication and Early Development

The Love Is... comic strip was first syndicated in newspapers on January 5, 1970, debuting in the Los Angeles Times through the Los Angeles Times Syndicate.^[5]^[6] Its immediate appeal stemmed from concise, affirmative depictions of romantic commitment, leading to rapid national and international distribution; within years, it appeared in publications across more than 50 countries and was translated into over 25 languages.^[7]^[2] The format emphasized single-panel gags with sparse, outline-style drawings of two nude childlike figures symbolizing a couple, omitting backgrounds or complex scenery to focus on textual declarations of enduring partnership.^[2] This minimalist approach, maintained through the 1970s, facilitated broad readability and clipping by readers, while occasional extensions to brief multi-panel sequences allowed subtle narrative progression without altering the core static style.^[8] Key milestones included the 1972 publication of early book collections, such as Love Is... #3 by Kim Grove (Casali's maiden name under which some editions appeared), which compiled panels and spurred merchandise like posters and greeting cards amid growing demand.^[9] This expansion reflected reader affinity for the strip's unadorned portrayal of monogamous devotion, contrasting with the era's cultural shifts toward alternative relationship models following the 1960s sexual revolution, as evidenced by its clipping and sharing in personal scrapbooks during a time of rising divorce rates and feminist critiques of traditional marriage.^[2]^[1]

Transition After Kim Casali's Death

Kim Casali died of cancer on June 15, 1997, at the age of 55.^[3]^[10] Following her death, her son Stefano Casali assumed responsibility for writing the daily panels, taking over operations of Minikim, the company managing the strip's intellectual property, and continuing production into the late 1990s.^[11] This family-led succession ensured continuity in the strip's foundational romantic messaging, derived from Casali's original love notes, without shifts toward evolving cultural interpretations of relationships. The artistic approach remained anchored in visual simplicity, with British illustrator Bill Asprey, who had collaborated on writing and drawing the panels since 1975 under Casali's direction, sustaining the minimalist black-and-white style of the boy-and-girl characters.^[8] Asprey's ongoing role post-1997, paired with Stefano Casali's scripts, preserved the gag-free, aphoristic format focused on everyday affections, avoiding expansions into broader social commentary.^[12] Syndication persisted through Tribune Content Agency, culminating in 2020 celebrations of the strip's 50th anniversary since its 1970 newspaper debut, which highlighted its enduring appeal without alterations to core themes.^[11]^[13] This milestone affirmed the feature's stability, distributed globally in print and digital formats, as a testament to deliberate stewardship prioritizing original intent over adaptation to contemporary relational paradigms.^[8]

Creators and Contributors

Kim Casali

Kim Casali, born Marilyn Judith Grove on September 9, 1941, in Auckland, New Zealand, was a self-taught cartoonist who originated the "Love Is..." single-panel comic strip in the late 1960s.^[14] She created the initial drawings as private love notes to her future husband, Roberto Casali, an Italian-born electronics executive whom she met on February 22, 1967, at a ski club event in Lake Tahoe, California.^[5] Lacking formal art training, Casali deliberately employed rudimentary, stick-figure illustrations to convey unadorned expressions of affection, prioritizing authenticity over polished technique.^[14] Casali married Roberto on July 24, 1971, in New Zealand, with early strips chronicling elements of their courtship and engagement.^[15] The couple welcomed two sons, and the comics frequently depicted the pair—often portrayed nude to symbolize vulnerability—engaging in acts of everyday fidelity, such as sharing chores or offering quiet support, reflecting the practical realities of their marital life rather than idealized passion.^[3] This approach underscored love as sustained through deliberate behaviors and mutual reliance, diverging from media trends emphasizing emotional highs or personal gratification. Casali passed away on June 15, 1997, at age 55 after a prolonged illness, leaving a body of work that captured relational constancy grounded in observable actions.^[16] Her contributions established the strip's foundational ethos, influencing its syndication starting in 1970 and its translation into over 20 languages.^[1]

Roberto and Stefano Casali

Roberto Casali, born on 23 September 1938 in Italy, served as the primary real-life inspiration for the male character in the Love Is... series, embodying the archetype of a devoted partner and provider in the couple's everyday interactions depicted in the cartoons.^[17] Kim Casali drew the initial love notes featuring a nude boy and girl modeled directly after herself and Roberto, capturing their budding romance through simple, affectionate scenarios that emphasized mutual support and commitment.^[5] Though not involved in the creative scripting or illustration, Roberto's presence in Kim's life grounded the strip's portrayal of love as a stable, binary partnership rooted in observable relational dynamics rather than abstract ideals. He passed away on 11 March 1976 from cancer, shortly after the couple's efforts to conceive a third child via artificial insemination, which succeeded posthumously.^[14] Stefano Casali, the eldest son of Kim and Roberto born in the early 1970s, assumed responsibility for scripting the Love Is... panels following his mother's death on 15 June 1997.^[8] Under his oversight through Minikim, the family company managing the strip's syndication, Stefano has directed the writing to sustain the original format of concise, aphoristic depictions of love between a monogamous heterosexual couple, focusing on verifiable expressions of fidelity such as shared routines, protection, and companionship.^[11] This continuity avoids incorporation of non-traditional relational models like polyamory, preserving the empirical emphasis on dyadic stability as illustrated in over 50 years of consistent output into the 2020s, with daily panels distributed via Tribune Content Agency.^[18] Stefano collaborates with illustrator Bill Asprey but retains final authority on narrative content, ensuring alignment with the foundational notes' portrayal of love as a dependable, cause-and-effect bond between complementary partners.^[19]

Illustrators and Current Production

Bill Asprey, a British cartoonist based in London, began illustrating the "Love Is..." panels in 1975 after being commissioned by Kim Casali to render her concepts visually.^[20] His work refined the original line drawings—initially sketched by Casali (née Grove)—for enhanced clarity suitable for widespread newspaper syndication, while adhering closely to the minimalist aesthetic to avoid introducing contemporary artistic trends that might alter the strip's neutral portrayal of relational dynamics.^[8] Under Asprey's stewardship, the characters have consistently depicted as simple, nude, and androgynous figures, designed to symbolize universal human innocence devoid of erotic intent or gender-specific markers, a stylistic choice that has undergone minimal revision over decades to preserve the strip's timeless appeal.^[21] As of 2025, production of "Love Is..." continues through Tribune Content Agency, which handles global syndication of original panels to print publications and online platforms on a regular basis, prioritizing the established format of single-panel vignettes over experimental formats.^[11] This ongoing output ensures stylistic fidelity, with Asprey's illustrations supporting textual contributions from Casali's successors, Roberto and Stefano Casali, in delivering concise messages on interpersonal bonds.^[2]

Content and Artistic Style

Core Features of the Panels

The panels of Love Is... employ a consistent single-panel format, eschewing multi-panel sequences to isolate discrete, self-contained vignettes of interpersonal dynamics. Central to each illustration are two simplified figures—a boy and a girl—rendered as childlike characters with exaggerated round heads, minimal features, and nudity that underscores vulnerability and purity rather than sensuality, as evidenced by the deliberate omission of secondary sexual characteristics.^[18] These figures frequently appear in profile or light embrace, their poses conveying quiet reciprocity through everyday gestures like holding hands or sharing objects, which empirically link small acts to sustained emotional bonds.^[22] Captions uniformly commence with "Love is...", followed by succinct depictions of prosaic behaviors, such as "forgiving even if you are really angry" or "giving and forgiving," that prioritize mutual exchange over one-sided ideals.^[23]^[24] This structure echoes, yet grounds in observable causality, cultural phrases like the 1970 film Love Story's "Love means never having to say you're sorry," transforming potential unilateral forgiveness into reciprocal practices that demonstrably reinforce relational resilience.^[2] The deliberate exclusion of speech bubbles or narrative progression eliminates verbal ambiguity and sequential complexity, directing attention to behavioral universals—forgiveness as tension resolution, sharing as resource equity—that transcend linguistic barriers and facilitate global comprehension.^[25] This minimalist approach, sustained across syndication in over 100 countries since 1970, underscores causal mechanisms in love, such as how consistent small-scale cooperation predicts partnership longevity, as supported by relational psychology emphasizing action over declaration.^[26]

Recurring Themes and Messages

![Example Love Is... comic strip][float-right] The "Love Is..." comic strips consistently portray love within the context of a monogamous, heterosexual partnership between a young boy and girl, emphasizing acts of mutual commitment and daily devotion that mirror the creator Kim Casali's own courtship and marriage to Roberto Casali, whom she wed in 1971 after years of illustrated love notes.^[5]^[27] These panels highlight humility and small sacrifices, such as enduring a partner's minor annoyances like snoring or forgiving petty disagreements, as foundational to enduring relationships, reflecting empirical evidence that such relational investments predict marital longevity and health benefits, including reduced mortality risk for married individuals compared to unmarried counterparts.^[28]^[29] Central to the strips' philosophy is a depiction of love as interdependence rather than individual fulfillment, countering contemporary emphases on self-validation by illustrating scenarios where partners prioritize tolerance and support over personal autonomy, as seen in motifs of patching up conflicts through apology and reconciliation.^[30] This approach underscores causal mechanisms of relational stability, where consistent small acts foster resilience, aligning with data showing that stable, intact marriages correlate with improved physical and emotional outcomes for participants.^[31] Subtle motifs of eternal fidelity, evoking traditional vows without explicit religious messaging, permeate the series, paralleling Casali's personal adherence to her marriage until Roberto's death in 1976, after which she did not remarry.^[32] These elements implicitly support broader evidence that monogamous family structures contribute to societal health, including better child well-being and reduced intra-sexual competition, as stable unions provide resources and emotional security that enhance community-level outcomes.^[33]^[34]

Adaptations and Extensions

Printed and Alternate Versions

The "Love Is..." series has been adapted into various printed compilations since its early syndication, beginning with the 1971 book Love is-- published by New American Library, which collected initial panels depicting the core duo's relational insights.^[35] Additional anthologies followed, such as Love Is...A Wild Ride, containing 365 cartoons alongside the creator's personal backstory of composing the strips as love notes to her fiancé.^[36] These volumes, produced through the 1970s and beyond, preserved the single-panel format and minimalist line art without alterations to the original messaging on everyday acts of commitment and affection.^[37] Alternate printed variants include colored editions, as seen in special Saturday features starting around 2020, which added tinting to the traditionally black-and-white illustrations while retaining the unchanged characters and themes.^[38] Holiday specials and themed collections similarly maintained fidelity to Kim Casali's vision, avoiding modern reinterpretations and focusing on timeless relational duties like mutual support.^[8] Merchandise integrations expanded the printed reach in the 1970s, incorporating panels into greeting cards for occasions emphasizing partnership and calendars for routine exposure to the motifs.^[39] Examples include a 1978 calendar tea towel edition and ongoing wall calendars featuring Casali's artwork, alongside international items like 1976 Mexican sticker albums with duotone panels and Spanish captions.^[40] ^[41] ^[42] These formats provided physical, non-digital extensions that echoed the strip's emphasis on simple, reciprocal behaviors in relationships.^[43]

Video Game Adaptation

Love is... in Bloom: The Flower Shop Garden was released on April 9, 2009, for the Nintendo DS in North America, with a Wii version following on September 18, 2009.^[44]^[45] Developed by Elephant and published by Zoo Digital Publishing (also known as Zushi Games), the title features the iconic characters from the Love Is... comic strip, including the young couple, in a simulation-style party game centered on operating a flower shop.^[46]^[45] Gameplay emphasizes planting, nurturing, and selling flowers to expand the business into a "floral empire," while building a fulfilling romantic life with a partner, directly mirroring the comic's emphasis on everyday acts of devotion and partnership.^[45]^[47] Players engage in mini-games and management tasks that simulate causal relationships between care (e.g., tending plants) and outcomes like customer satisfaction and personal happiness, promoting non-violent, cooperative edutainment focused on relational and entrepreneurial skills without explicit puzzles but through iterative, consequence-driven interactions.^[48] The simple, cartoonish graphics evoke the original panels' minimalist style, prioritizing wholesome themes of commitment over competition or conflict.^[46] The game achieved limited commercial success, evidenced by its obscurity and lack of widespread reviews from major outlets, with available critiques highlighting repetitive mechanics that failed to sustain engagement despite the novel tie-in to the strip's timeless messages.^[49]^[46] No sequels were developed, marking it as a one-off effort to translate the comic's first-principles approach to love—rooted in mutual support and simple gestures—into digital interactivity, though constrained by era-typical casual gaming limitations.^[45]

Mobile App and Digital Formats

The "Love Is..." comic strip adapted to digital platforms in the 2010s through official mobile applications distributed via major app stores. The primary iOS app, "Love is... Mobile," launched around 2015 and offers daily cartoon panels, searchable archives of historical strips, and features for sharing quotes and images directly from the device.^[50] This app preserves the original single-panel format created by Kim Casali, focusing on simple line drawings of two children representing enduring relational themes without alterations for contemporary social trends.^[51] Android users gained access via specialized extensions, including the "Love Is... Lock Screen" app released on August 14, 2017, which integrates cartoon panels as customizable lock screen elements with interactive keypads.^[52] Complementing these, the StoryGIF app debuted in March 2017 across both iOS and Android, enabling users to generate and send animated GIFs overlaid with "Love Is..." captions for messaging platforms, thereby extending syndication into shareable digital media while retaining the strip's core minimalist aesthetic.^[53] Post-2000s digital syndication expanded through the official website, which hosts web-accessible panels and e-commerce for digital merchandise, alongside integrations with comic aggregators like Tribune Content Agency for online publication.^[54]^[11] Social media channels, including official Facebook and Instagram accounts, disseminate strips in formats optimized for mobile feeds, prioritizing archival fidelity over algorithmic-driven content modifications. By September 2025, updated apps such as the Google Play version emphasize biographical context from Kim Casali's life alongside expanded archives, demonstrating sustained digital viability through user retention of the strip's empirically consistent depictions of heterosexual, committed love dynamics amid evolving screen-based consumption.^[55] These formats avoid reinterpretations that diverge from the source material, as evidenced by consistent licensing under Casali Media, which upholds the original 1960s-1970s panels without injecting modern identity overlays.^[56]

Reception and Cultural Legacy

Popularity and Global Reach

The "Love Is..." comic strip achieved peak popularity during the 1970s and 1980s, following its debut in the Los Angeles Times on January 5, 1970, and rapid international syndication that reached newspapers and magazines in over 50 countries.^[5]^[8] Its simple depictions of everyday relational commitments—such as phoning when late or sharing apologies—contrasted with era-specific ideals of romantic abstraction, appealing to audiences seeking grounded expressions of partnership amid shifting social norms.^[7] This universal resonance drove widespread clipping and sharing, with panels frequently incorporated into personal correspondence and ceremonies, including weddings where they became a de facto "must-have" gift by the late 1960s.^[5] Translations into more than 25 languages facilitated penetration into diverse markets, including non-Western regions where family-oriented relational realism aligned with cultural emphases on marital duty over individualism.^[7] Merchandise licensing began in 1970 with plastic wall plaques, expanding to prints, mugs, and apparel, sustaining economic viability through fan-driven demand rather than transient trends.^[5] The strip's endurance is evidenced by its continued syndication via Tribune Content Agency, reflecting sustained preference for its empirical portrayals of love's practical mechanics across demographics.^[11] The 50th anniversary in January 2020 underscored this resilience, with commemorative releases affirming the panels' alignment with enduring values against prevailing relativism in relational discourse.^[7] Ongoing distribution in print and digital formats demonstrates data-backed global traction, as syndication metrics prioritize outlets favoring substantive, non-ideological content.^[11]

Achievements and Positive Impacts

The "Love Is..." comic strip has demonstrated remarkable longevity, entering syndication in 1970 and continuing publication for over five decades across thousands of newspapers in more than 60 countries.^[57]^[58] This sustained presence reflects its appeal in distilling complex relational dynamics into accessible, affirmative messages centered on commitment and mutual support.^[59] By emphasizing love through practical actions—such as forgiveness, shared burdens, and everyday loyalty—the strip countered the 1960s sexual revolution's promotion of transient encounters, instead upholding complementary roles and enduring partnership between a man and woman.^[60] This portrayal aligned with traditional values empirically linked to familial stability, where couples prioritizing fidelity exhibit lower divorce rates, as evidenced by longitudinal studies on marital longevity.^[61] Reader recollections often credit the panels with fostering relational reflection, correlating with anecdotes of enhanced communication and resilience in partnerships.^[62] The strip's format influenced romantic messaging in the greeting card sector, standardizing brief, illustrative affirmations of affection that prioritize relational habits over ephemeral passion.^[63] While formal awards remain limited, its cultural persistence—evident in ongoing exhibitions and merchandise—underscores a positive legacy in reinforcing causal understandings of love as a deliberate practice rather than spontaneous sentiment.^[64]^[65]

Criticisms and Controversies

The "Love Is..." comic strip has faced criticism for its heteronormative depictions of love, portraying a boy and girl in traditional romantic roles that some progressive voices since the 1970s have deemed outdated or reinforcing rigid gender stereotypes.^[18] Feminist commentators, such as Edith Zaslow in a 1973 Los Angeles Times debate with creator Kim Casali, objected to panels showing women as submissive or focused on domesticity, labeling them sexist and offensive.^[18] These critiques often prioritize ideological concerns over empirical patterns, such as longitudinal data indicating that committed, traditional pairings correlate with greater relational longevity compared to fluid or non-committal models—evidenced by U.S. divorce rates for first marriages hovering around 40-50% versus higher dissolution in cohabiting or serial relationships. A notable controversy arose in October 2014 when a syndicated panel captioned "Love is... knowing that 'no' means 'maybe' and 'maybe' means 'yes'" was accused by readers and media outlets of trivializing consent and perpetuating rape culture myths.^[66] The Chicago Sun-Times, among others, pulled the strip following public backlash on social media, with Tribune Content Agency issuing an apology for editorial lapses and clarifying it did not reflect the strip's core intent.^[66] Such incidents, while highlighting sensitivities around outdated phrasing, remain isolated; the syndicate's quick retraction underscores the strip's generally innocuous track record absent systemic scandals. The nudity of the childlike figures—depicted without secondary sex characteristics—occasionally drew conservative media scrutiny in the 1970s and 1980s for potential indecency, with a Vatican spokesperson in L'Osservatore Romano decrying the series as immoral.^[1] These concerns were mitigated by the panels' explicit emphasis on innocence over eroticism, corroborated by the absence of legal actions, bans, or widespread prohibitions despite global syndication.^[18] Detractors' broader dismissals of the strip as overly sentimental or simplistic overlook its empirical endurance: syndicated since 1970 in hundreds of outlets worldwide, it has sustained relevance for over five decades, outlasting ephemeral cultural trends favoring self-focused or non-traditional love narratives.^[18]^[1]

References

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Jun 13, 2015 · The official mobile application for the classic “Love is...” cartoon! Created by Kim Casali, the “Love is...” feature has made its way into the hearts of people ...
[51]
Love is Mobile - Facebook
Love is Mobile. 1077 likes. "Love is... Mobile!" - a free application now available on iTunes.
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Love Is... Lock Screen App Launches - LinkedIn
Aug 14, 2017 · The App is available from the Google Play Store by searching “Love Is... Lock Screen” or by using the link here. “We're delighted to work with ...
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Classic Love is… brand makes digital move - Licensing Source
Mar 7, 2017 · The StoryGIF app is now available on the Apple Store and Google Play, and allows fans to send Love is… images as customisable, text-ready ...
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Love Is...
It all started as sweet little love notes from Kim Grove to her future husband, Roberto Casali. · A Love Story · A Cartoon · An Animation · A Gift.An Animation · A Love Story · Love Is... · A Cartoon
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Love is - Apps on Google Play
Sep 30, 2025 · Welcome to the world of Love Is...—an app that brings to life the touching story of Kimberly Irwin (Kim Casali), creator of the iconic Love Is ...
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Love Is... Stickers by Casali Media - AppAdvice
Feb 12, 2020 · The official sticker application for the classic “Love is...” cartoon! Created by Kim Casali, the “Love is...” feature has made its way into the hearts of people ...
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Why The Touching True Story Behind 'Love Is...' Comic Strip Should ...
Feb 13, 2016 · To this day, her comic strip, "Love is..." appears in over two dozen languages across thousands of newspapers, spreading a message of love ...Missing: syndicated | Show results with:syndicated
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[PDF] Identities and Relationships
The story goes something like this: it's 1967, and Kim Grove, a New Zealand- born waitress living in California, begins a relationship with a dashing Italian,.<|separator|>
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Comics and graphic novels | Te Ara Encyclopedia of New Zealand
Feb 27, 2014 · New Zealander Kim Casali became internationally successful with her 'Love is…' cartoons. Long-running cartoon strips that began in the 1970s ...Missing: legacy | Show results with:legacy
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Love is... - Godyears
Feb 11, 2013 · When she did meet the love of her life in '67, Italian Robert Casali, he proved to be the perfect inspiration, encouraging her to consider a ...
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Laying the foundation for a second counterculture: A psychology of ...
Even more, love is an ethic; it is an ethical, social, political, cultural responsibility and commitment to truth, to overcoming domination, oppression, and ...
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Love is ... more than one day | The Arkansas Democrat-Gazette ...
Those of you who are my age or older will remember the “Love Is …” comic strips. When I was a little girl in the '70s, I had a thing for those.
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Kim Casali Love is Cards - Etsy
4.7 1.5K May include: A greeting card with a cartoon illustration of a couple holding a baby. Love is by Kim Casali: Original Comic clips- Handcrafted cards for New Baby ...
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Cartoonfestival Knokke-Heist | The amazing world of cartoons and ...
Jul 17, 2013 · The son of Kim Casali came to the world first exhibition of the iconic cartoon couple 'Love is…'. He told us that his mother Kim was a ...
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What is the nature of Kim Casali's 'Love Is' comic? - WebNovel
Oct 11, 2025 · The 'Love Is' comic by Kim Casali is known for its simplicity and ability to convey deep emotions about love. It uses light-hearted moments ...Missing: strip impact
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'Love Is...' Newspaper Cartoon Sends Misguided Message About ...
Oct 15, 2014 · Tribune Content Agency has removed from its content system a “Love Is” comic panel dated Tuesday, Oct. 14, 2014, because it used inappropriate ...