Ukrainian paper hygiene manufacturer RUTA has entered into a licensing agreement with The Smurfs to launch a new dedicated line of children’s paper tissues, with concrete plans to expand distribution into key European markets.
The partnership was brokered by ON Licensing, the licensing agency representing The Smurfs brand in Ukraine. The inaugural collection includes six SKUs of multipurpose paper tissues featuring iconic characters from the global franchise, combining RUTA’s production standards with character-driven packaging.
The strategic deal highlights the growing export potential of Ukrainian manufacturers within the FMCG sector, bridging international IP rights holders with strong local manufacturing capabilities.
Olena Nekhotsa, CEO & Founder of ON Licensing, says:
“Every new licensing partnership is a sign of the continued development and resilience of the Ukrainian licensing market. But for us, this collaboration goes far beyond simply launching a new licensed product in Ukraine. RUTA is a strong Ukrainian manufacturer with an excellent reputation, high quality standards and significant export potential. This partnership demonstrates how international brands can create new growth opportunities for local companies and help them expand into international markets.”
Following its domestic rollout in Ukraine across national and regional retail chains, the RUTA x The Smurfs collection is scheduled for cross-border expansion into several international markets, including Germany, Poland, the Czech Republic, Romania, Moldova, Georgia, Estonia, Latvia, and Lithuania.
Fabienne Gilles, CCO at Peyo Licensing, says: “We are thrilled by the RUTA x The Smurfs collaboration. The collection is all about bringing a touch of Smurf fun and joy into everyday’s life, and we are particularly happy and proud to launch this in Ukraine with our dynamic agent ON Licensing. Congratulations to all teams involved.”
Zhanna Variichuk, Head of Marketing at RUTA, adds: “For us, working with The Smurfs is an opportunity to create more than just a children’s product. We wanted to create something that brings positive emotions and becomes part of children’s everyday lives. By combining high quality and practicality with characters loved by generations of families around the world, we aim to make everyday moments a little more enjoyable for both children and their parents.”
This FMCG integration forms part of ON Licensing’s broader strategy to expand international character IP into non-traditional product categories while facilitating regional distribution across Central and Eastern Europe.
