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Highlights | Media & Digital

THE SMURFS: BRANDED VIRTUAL GOODS WITHIN ZEPETO

29 Jun - 2022

The Smurfs turn the metaverse blue with the release of branded virtual goods in collaboration with Bare Tree Media and ZEPETO

I.M.P.S. / Lafig Belgium have collaborated with Bare Tree Media to design and place The Smurfs branded virtual goods within ZEPETO, Asia’s largest metaverse platform with over 300 million registered users around the globe. The initial launch includes The Smurfs summer collection of custom designed 2D and 3D branded apparel and accessories, available exclusively to the global audience within ZEPETO. 

This is the first metaverse collaboration between ZEPETO and Bare Tree Media. I.M.P.S. and Bare Tree Media have worked on past digital collaborations to introduce The Smurfs as branded mobile messaging applications, a Giphy channel, a Snapchat AR experience, Samsung themes and smartwatch faces. The current ZEPETO Smurfs branded virtual goods are already globally available.

“This is such a smurftastic opportunity to launch a popular branded IP, such as The Smurfs, into the metaverse with a leading metaverse partner such as ZEPETO,” said Robert Ferrari, President at Bare Tree Media. “We are thrilled to offer ZEPETO’s global audience of 300 million users an opportunity to customize their avatars and metaverse experience with The Smurfs branded digital goods collection.”

“The Smurfs fans have been surprised lately with some unexpected young adult fashion collaborations. How exciting to now be able to connect with this audience within the metaverse.” said Philippe Glorieux, Head of Marketing & Family Entertainment at I.M.P.S. “We are so thrilled to collaborate on this project with the amazing Bare Tree Media team and come out of the blue once again, bringing some new Smurf fun within ZEPETO!”

“We are excited for our users to finally access and interact with The Smurfs collection this summer. This collaboration marks the first time our Indonesian creator has worked on a branded collection launching within ZEPETO.” Said Ricky Kang, Head of Business at Naver Z. “We look forward to expanding creator collaborations in the future across various branded IP collections.”

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