IMPS, the global license holder for The Smurfs, has now officially rebranded as Peyo Company. This rebranding aims to honor the legacy of Pierre Culliford (Peyo), the creator of The Smurfs and other cherished characters, ahead of the big winter theatrical release of the new Smurfs movie.
IMPS, The Smurfs’ global license holder, announced this summer the launch of a new animation production program and a strategic plan to expand The Smurfs franchise while reviving other original works from creator and storyteller Pierre Culliford (Peyo). Alongside the world-famous Smurfs, early Peyo characters will be revitalized through modern animation and new stories inspired by the original Johan & Peewit and Benny Breakiron comic books. This restructuring coincides perfectly with the introduction of the new name and brand identity, Peyo Company.
Before The Smurfs became a worldwide hit, Peyo had already established an entire fantasy world with fascinating titles, such as Johan & Peewit and Benny Breakiron. Few people know that Peyo first introduced the Smurfs as supporting characters in a Johan & Peewit story called The Smurfs & the Magic Flute (original French title, La Flute à Six Schtroumpfs) in 1958. The enthusiastic response from readers of the weekly magazine led Peyo to develop a spin-off fully dedicated to the adventures of these beloved blue characters, marking the beginning of an extraordinary journey for one of the world’s most iconic properties.
To promote and perpetuate the legacy of Peyo, his daughter Véronique Culliford founded IMPS in 1984. Under her guidance, The Smurfs has grown into a globally recognized brand, reaching an incredible 95% worldwide brand awareness. Today, as a tribute to Peyo, Véronique and IMPS have created Peyo Company to regroup all of Peyo’s fascinating universes under one single new banner, ensuring that Johan & Peewit and Benny Breakiron receive the recognition they deserve.
Peyo Company aims to continue Peyo’s storytelling legacy by creating new narratives inspired by his original works, infused with modern elements to resonate with new generations. This initiative begins with the development of two new TV series, The Tales of Johan & Peewit, and Benny Breakiron. Peyo Company is currently looking for talents to bring these exciting projects to life.
Meanwhile, The Smurfs continue to thrive, with Season 2 of the Tv series premiering on Netflix and Season 3 on Nickelodeon, while Season 4 is in pre-development. Additionally, a new Paramount movie is scheduled for a worldwide theatrical release in February 2025. Paramount and the filmmakers are collaborating closely with Peyo Company to help carry out the vision of the legendary artist and creator of The Smurfs, and to celebrate the charm of Peyo’s world and the beauty of his artwork, while translating that look for today’s audiences.
Read the full article in the new issue of Licensing Magazine.
