Turner CN Enterprises has been appointed the multi-territory licensing and merchandising rights to the IMPS-owned evergreen brand The Smurfs for the UK and Eire.
The deal, which covers all categories except master toy, will see Turner build on its existing licensing success with the brand in the Middle East, Israel, North Africa and Turkey.
The Smurfs was created by Belgian comic artist Peyo in 1958 and. With over 30 years in licensing, The Smurfs now has a portfolio of over 600 licensees, with branded products available in more than 80 countries.
Turner has already signed key partners for Smurfs abroad covering major categories including Upex Brands Ltd for Personal Care, Arabic Triangle Trading for Apparel and Footwear, Global Sourcing Solutions Ltd. for Stationery and more.
"With its extended territorial reach, Turner will exploit the heritage and retro appeal of The Smurfs – and the new movie set for release in July 2013, The Smurfs 2 – to grow the brand’s consumer products programme in the UK," read a statement.
In 2011 the release of the first 3D movie from the franchise, The Smurfs, generated over $563 million in box office sales.
Alan Fenwick, VP, Turner CN Enterprises, commented: “Having already built a successful partnership in other EMEA markets, we’re really excited to now have the UK licensing rights to The Smurfs.
"The UK holds huge potential for the brand and we’re looking forward to implementing a regional licensing programme that appeals to adult retro enthusiasts while capitalising on the new fans who have been introduced to The Smurfs for the first time through the movies.”
William Auriol, CEO at IMPS, added: “The Smurfs has built and maintained a solid consumer profile over its 55 years which has been enhanced by our close collaborations with our highly skilled agents.
"Turner’s expertise in delivering successful licensing programmes for children’s entertainment brands makes them the right partner for this much-loved franchise and we’re delighted to be extending our relationship with them into new markets."
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