Rocket Licensing has been appointed as the exclusive UK and Eire agent for The Smurfs by brand owner International Merchandising, Promotion & Services of Belgium.
Rocket will develop a dual licensing strategy that both expands the classic Smurfs brand as well as developing product for Sony’s new Smurfs film, set to hit cinemas in summer 2016.
“The Smurfs enjoy a strong following both among new, young viewers of the TV show and films and among the many adults who remember them fondly from their own youth," Charlie Donaldson (above, right), joint managing director of Rocket Licensing.
"With the latest film due to add a whole new generation to the vast number of Smurfs fans this is an ideal time to expand and enhance the licensing base for these wonderful characters.”
The campaign for the classic brand has already begun with a strong line-up of licensees including: Brand Alliance, International Greetings PLC and TV Mania.
The Smurfs movie will be presented to retail and manufacturing partners over the course of the next few months.
The main licensing categories for the brand include toy, apparel, nightwear and underwear, loungewear, accessories, homewares, digital product and publishing. The movie brand will include all of the classic categories as well as toys, FMCG, promotions, paper product such as prints, calendars and cards, stationery, back to school ranges, partyware, gifts, novelties and entertainment, and tablet and phone covers and cases.
Véronique Culliford, president of IMPS, added: “Rocket’s strong reputation with both new and classic children’s properties, as well as their fashion experience makes them the perfect partner for this much-loved brand.
"We’re looking forward to a strong performance at retail, boosted further by the massive potential of the latest Smurfs film, due next year.”
The first two Smurfs films, released in 2011 and 2013, grossed a combined total of nearly a billion dollars worldwide.