With the theatrical release of the Paramount Pictures movie, the Smurfs and their fans from around the world have enjoyed an incredible blue journey all summer long. It began in France with the Guinness World Records title for the most people dressed as Smurfs, and it showcased the coolest collaborations of the summer by Smurfs.
It was quickly followed by memorable premieres held all over the globe. From Hollywood’s Paramount Studios to New York’s Empire State Building, from the most beautiful cinema venue in Paris to the world premiere in the Smurfs’ hometown of Brussels, Rihanna and the all-star Smurfs movie cast celebrated in Smurf style with their fans.
But the fun wasn’t limited to the blue carpet; this momentum for the iconic brand has also been backed by a huge global licensing program in consumer products, book publishing, marketing, and location-based entertainment. Here we have highlighted some of the coolest collaborations of the summer.
Fenty x Puma x Smurfs
This collection blends high fashion with playful charm, inspired directly by The Smurfs movie, where the iconic character Smurfette, voiced by Rihanna, takes center stage. Designed to appeal to both adults and kids, the collection features knitwear decorated with whimsical illustrations of Smurfs’ village, an all-over print showing their adventurous journey through Paris, and several exclusive collaboration logos created for the season. To add a touch of luxury, the lineup includes a new version of the Avanti sneaker, reflecting Rihanna’s own style. The focus is on distinctive, subtle details—each piece features sophisticated Smurf motifs meant to delight enthusiasts and fashion fans alike.
Weekenders
Weekenders, a smurftastic streetwear brand from South Korea, is gaining popularity among the young and trend-conscious MZ generation, partly due to its presence on the rapidly growing MUSINSA fashion platform. This collection combines the brand’s modern streetwear vibe with vibrant Smurf blue, creating apparel that exudes a fresh, urban look. The designers have skilfully mixed playful graphics and lively color schemes, making pieces that shine with a bright, cool style—perfect for summer festivals, social outings, or everyday streetwear icons seeking a unique twist.
Crocs
Step into Smurf Village with comfort and fun! The Crocs x Smurfs collaboration invites fans of all ages—women, men, and children—to enjoy summer wearing iconic footwear paired with imaginative Smurf-themed Jibbitz charms. Whether at the pool, on a city adventure, or relaxing at home, these special Crocs offer practicality and blue-themed cheer. Unique, limited-edition designs make each pair collectible while providing the durability Crocs are known for and a playful visual story with every step.
Sprayground
Sprayground’s Smurf backpacks combine whimsy and practicality for fans eager to bring the blue heroes into everyday life. Each backpack is skillfully made from high-quality, durable materials. With various compartments and pockets, these bags are ideal for school, work, or travel—making organization both stylish and fun.
The collection offers a range of bold and playful styles, each featuring popular Smurf illustrations and patterns. The newest Sprayground Smurf backpack lineup adds a touch of magical fun and vibrant color, quickly selling out in just 48 hours—highlighting Smurf’s lasting appeal among fans of all ages.
American Tourister
Featuring beloved characters like the charming Smurfette and the mischievous No Name, the collection allows travellers to bring along a blue companion wherever their journeys take them. Whether packing for a summer vacation, a quick city trip, or everyday commutes, travellers can choose from two versatile luggage sizes, each with its own Poot tag. Everyday errands are brighter with a matching backpack or stylish sacoche bag, accented by a cute plushie keychain. This collection skilfully combines practicality and charm, encouraging travellers to enjoy Smurf happiness on the go.
The Smurfs x Orlinski
Internationally renowned contemporary artist Richard Orlinski pays tribute to Peyo and the Smurfs’ triumphant return to the big screen by reimagining three legendary Smurf characters—Papa Smurf, Smurfette, and a classic Smurf—in his signature sculptural style.
This collaboration explores the deep connection between collective imagination and modern art, with Orlinski’s distinctive touch highlighting the whimsical qualities of the Smurfs while emphasizing their timeless values of kindness, generosity, and optimism. Through innovative forms and vibrant colors, these sculptures celebrate the significant impact of the Smurfs, blending pop culture with contemporary art in a memorable tribute to their lasting legacy.
