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Highlights | Licensees Focus

SMURFING THE AMERICAN MARKET

13 Jun - 2023

Tags from the story: The Smurfs.

At the Las Vegas Licensing Expo, The Smurfs are celebrating their 65th anniversary with big announcements in various product categories, with a special focus on the American market.

Audiovisual

The Smurfs TV series continues to be very popular in many parts of the world. Season two is currently broadcast on Nickelodeon in the US. The next episodes will feature on AfterToons, a new daily animated block airing every afternoon during the summer. 

As of May 1st, the first season has been available on Netflix in North America and Latin America, as well as in many other territories like Italy and Australia. 

The launch was very successful with the series entering the top 10 most viewed show globally in its first week, becoming the number #1 most viewed animated content. In Brazil, it went straight to #8 on the most viewed programs in its first week, a fantastic start for a kids’ show.

There is also much anticipation for the upcoming Smurfs Musical film, slated to be released on February 14th 2025. A major announcement was made during CinemaCon in Las Vegas in April: Rihanna will be voicing the iconic Smurfette, creating music and songs for the film, and will also be involved as a producer.

Paramount Pictures and Nickelodeon Movies have partnered with IMPS and LAFIG Belgium for this new Smurfs movie, which will be directed by Chris Miller (Puss in Boots, Shrek the Third…). Additional casting details are expected to be announced over the summer.

Gaming

Publishers Microids and IMPS have announced that the video game Smurfs Kart will be released for PlayStation 4, PlayStation 5, Xbox One and Xbox Series X|S on August 22, 2023. The game was developed by Eden Games – a studio renowned for its action-packed racing games such as Gear, Club Unlimited, Test Drive Unlimited and V-Rally – and is already available for Nintendo Switch. The game features 12 tracks set in the world of Smurfs (including places like The Village, The Dam, The Forest and even Gargamel’s house!) plus 12 playable characters from the classic franchise of everyone’s favorite tiny blue creatures, Handy, Hefty, Smurfette, Papa Smurf, et al. Each character has its own kart and special item to help you win. You can play solo or invite up to four players to join you in split-screen local multiplayer mode. There is also an addictive “Time Challenge” mode where you can test your skills against every other Smurf racer and compete online for first place.

Microids and IMPS are also thrilled to announce The Smurfs 2 – The Prisoner of the Green Stone, the new 3D adventure/platform game, set to be released in Q4 2023 on Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S and PC.

Developed by OSome Studio, the new game has an all-new story which is a sequel to the previous one released in 2021 by the same studio, The Smurfs – Mission Vileaf. Handy Smurf has created a revolutionary invention: SmurfoMix! However, it’s missing a key ingredient, the Green Stone, which lays in the greedy clutches of Gargamel.

Hardlines 

The all-new Smurfs x BE@RBRICK collectibles by Medicom Toys will be released worldwide in June. The first two figures are The Purple Smurf and The Astrosmurf, available in both 100% and 400% sizes.

In July, Schleich will also launch their new six-figure collection.  Additionally, the new American partner Maestro Media has planned a Kickstarter campaign set to begin in September 2023 for their upcoming Smurfs board game! Finally, Jazwares will add to the excitement with a Master Toy line slated to hit the North American Market in 2024.

Softlines

This summer marks the start of an exciting new collaboration with Sprayground, the American backpack and accessories company. The famous brand has created interesting original designs for its Smurfs collection, with a truly pop culture-inspired approach. 

Butter Goods, the skatewear brand from Australia, dropped a nostalgia collection, bringing together classic pieces and accessories with the playful blue characters and cartoon-inspired graphics. The Butter Goods x The Smurfs range, available in stores and online, includes t-shirts, hoodies, crewnecks, knit vests, pants with prints, caps and velvet pillows.

The street fashion collaboration with AAPE brings together classic characters such as Papa Smurf and the charming and adventurous Smurfette, in a series of fun and cute T-shirts celebrating the iconic blue color. This AAPE x Smurf collection also includes men’s, women’s and kids’ styles designed for smurfy families. 

The Dsquared2 x The Smurfs collection, launched in April, shows the optimistic personalities of the little blue characters mixed with the signature styles and fabrics of the Italian brand. For this line-up, Handy Smurf, Brainy Smurf, Vanity Smurf, Papa Smurf and Smurfette are drawn with a new Dsquared2 style element—the red maple leaf.
The collection includes men’s & women’s RTW and accessories, made under the environmentally responsible One Life One Planet Dsquared2 line.

The Smurfs meet Emporio Armani style for the first time in a special selection for kids that further confirms the brand’s focus on sensitive environmental issues. The collaboration with the Smurfs, ambassadors to the United Nations and its 17 Sustainable Development Goals, results in cheerful, comfortable garments and accessories, designed for little ones heading back to school and made of materials with low environmental impact.

FMCG

Smurfs have planned to promote exciting food products. Starting in June, the new partner KGR distribution will bring novelty candies to the North American market, as well as Central and South America. The range comprises packaged food and confectionery and will be distributed in comic book retailers, airport stores, department stores, mass market supermarkets, and more! 

Another partner, Flix Candy, will bring confectionery containing surprise toys and smurfy pop-up lollipops to the US market, all to be released on shelves in June.

Health and Sustainability

This year, a brand-new line of Smurfs Kids Vitamin Gummies was launched on Amazon in the US by Growve in collaboration with Healthy Lifestyle Brands. The vitamin gummies are made with real fruit, developed and formulated under the guidance of a medical doctor. Initially only available online on Amazon and iHerb.com with great reviews, it will now start hitting US retail stores.

The Smurfs are proud to partner again for the #EUBeachCleanup campaign, a global initiative of the European Commission’s Directorate-General for Maritime Affairs and Fisheries (DG MARE), with EEAS and the United Nations, that will run from September 16th (International Coastal Clean-up Day) until October. To join this effort, several events have already been announced in various locations around the world; local organizations have also been invited to organize their own activities. 

Preview Las Vegas

At the Licensing Expo in Las Vegas (June 13-15), The Smurfs will be eagerly awaiting fans and potential partners at booth M214. To mark the occasion an exciting new style guide themed around classic US sports such as American football, baseball, basketball, and ice hockey, will be unveiled. Additionally, a separate style guide dedicated to the Paris 2024 Olympics is also being developed. At their booth, visitors can expect to see a range of lifestyle figurines such as the Bearbrick collectibles. Additionally, an NFT project created together with French artist André Saraiva will also be on display. The Smurfs will also participate in the new fashion zone with three special fashion collaborations – including two sustainable collections. Furthermore, The Smurfs and Azerion have been nominated at the Licensing International Excellence Awards in the category “Best Sustainability Initiative” with the games The Smurfs Ocean Cleanup and Village Cleaning


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