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TOTAL LICENSING
Happy Birthday to
On October 23 1958, The Smurfs books and magazines published each
made their first appearance as little year based on The Smurfs. Other
characters in the Johan and Peewit products include game and colour-
comic, created by Pierre Culliford ing books in the Netherlands, activity
(Peyo). books throughout a number of Euro-
Little was Culliford to know that the pean countries, a sticker book from
small blue characters (each is said to Panini published in ten European
be the height of three apples) would countries and audio-books which will
become the characters for which he launch in Germany.
is best remembered. In 1975, with popularity continuing to
Peyo actually became an illustrator by grow, The Smurfs made their televi-
accident! Looking for a job in the pa-
lowed and, today, publishing remains a
sion debut with The Smurfs and the
per, his eyes were drawn to two posi-
key cornerstone of the Smurfs pro-
Magic Flute with music by Michel
tions – one for a dental assistant and
gram, all handled through IMPS near
Legrand.
one as an illustrator.
Brussels.
Three years later, Dutch singer Vader
When he arrived at the dentists, he
To date, there have been 30 comic
Abraham released the first Smurf sin-
was told he was fifteen minutes too
books published which have been
gle. It was a huge hit in Belgium and
late. So illustration beckoned. At the
translated into 25 languages. In
the Netherlands, followed by other
time, Belgium had very talented com-
French alone, over 25 million copies
countries around the world. Figu-
ic strip artists and Peyo soon began
have been sold. A new comic book
rines, plush toys, more singles and,
working with some of the best in the
is launched each year and is syndi-
inevitably, television followed when
business – including Yvan Delporte
cated into more than 30 countries.
in 1981, Hanna Barbera began work
who was to become his lifelong writ-
This year’s book launched in January
on a TV series for the NBC network
ing partner.
through Le Lombard who also began
in the US. In all, 272 episodes were
Peyo began to work for Le Journal de
publishing five strip cartoon albums
produced which today are still shown
Spirou and it was then that his little
last year for French speaking con-
in around 30 countries, appealing to
Smurf characters made their first ap-
sumers.
both boys and girls.
pearance.
Partworks also form an important
Merchandise, of course, has played a
The characters had instant appeal
aspect of the publishing program. In
highly important role in keeping the
and it was not long before they were
French speaking countries, M6 have
characters in the public eye.
published in their own right as mini-
been publishing a Smurf partwork
Licensing actually began back in the
albums. The public, it seemed, could
since 2004 on a fortnightly basis. Each
1960s when Smurf figurines were of-
not get enough of the characters and
partwork comes complete with a
fered through Kellogg’s Cornflakes.
children began to use the Smurf lan-
figurine and an accessory and over 3
Since then, an astonishing 10 million
guage in schools. Full sized albums fol-
billion copies have been sold to date.
plush have been sold around the
Partworks are also
world and cumulative business over
published in Greece
the years now exceeds $4 billion.
through Modern Times
In excess of 300 million collectible
and in Poland and Hun-
figurines have been sold to date with
gary through Eatlem-
500 different designs and licensees
oss.
have included major companies such
Panini have published a
as Haribo, General Biscuits, Bauer etc.
Smurf magazine since
Promotions, too, have been impor-
June 2005 in France
tant. A number of leading consumer
and in Germany since
brands, such as Ferrero and McDon-
October of the same
ald’s have used The Smurfs for differ-
year. Smurf magazines
ent promotions and UNICEF, Maes-
are also published in
tro and the VW Golf have used the
Turkey and Taiwan.
characters in billboard campaigns.
Of course, these are
Of course, to continue to enjoy pop-
only a few of the many
ularity, the characters have needed
44
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