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TOTAL LICENSING
collection for girls. On the collectibles
HAPPY SMURFDAY!
side, this year’s Schleich collection of
figurines will be party themed and,
Whilst the Smurfs will celebrate their birthday
in terms of food, a number of new
throughout the year, a key worldwide initiative
licenses will launch in 2008 from li-
for the celebrations is Happy Smurfday.
censees including Develey, Oy Sin-
The initiative involves different cities at different
nebrychoff, Bauer, Gallina Blanca and
times. On a normal morning, the citizens of the
Kardassis. Confectionary will include
city will wake up to discover several thousand
shaped jellies from Haribo, chocolate
Smurfs in their neighborhood. These will all be in
biscuits from Delacre Belgium, Easter
white and will appear anywhere in the local area
eggs from Giochi Preziosi and a range
– from playgrounds to bus stops, shops etc.
of candies and bubble gums from BIP.
The idea is to encourage people to
Back to school and stationery is also
take a Smurf. Around each Smurf
an important category for the little
neck will be instructions with
blue characters. At the end of 2007,
the message, “Be creative
Belgian Post launched a Duostamp se-
and paint us as you imagine”.
ries featuring the Smurfs and a second
Once painted, the creator of the
series will follow this year. In Septem-
most original Smurf will be rewarded
ber, Belgian Post will market a million
with a prize.
official Smurf anniversary stamps. Fur-
The day after the Smurfs appear, the same town
ther back to school product includes
will host a Smurf Anniversary Exhibition which will include
bags, pencil cases and other products
the option to have painted Smurfs photographed for
from Giochi Preziosi, ranges of pens
inclusion on the special website – www.happysmurfday.com.
from Landre, a 2009 calendar from
Press conferences will be organized explaining the details of
JNF Production and stickers and al-
Happy Smurfday, the history of The Smurfs, the arrangement
bums from MFG.
with UNICEF and the city hosting the event. During the
On the promotional side, Goody’s
‘invasion’, an Exclusive Smurf will also be unveiled. This Smurf will
– the leading fast food restaurant in
be ten times bigger than the small white ones and has already been
Greece – will develop a Smurfs pro-
decorated, only this time by a celebrity. The giant Smurf will be sold at an
motion this year featuring a Smurf
auction later in the year and the proceeds donated to UNICEF.
figurine with each purchase.
A number of key licensees are taking part in the celebrations including Leblon
Over the last fifty years, The Smurfs
Delienne who will market three Smurf statues in resin, Schleich who will launch a
have been the subject of 3000 dif-
party-themed collection of Smurf products, Lannoo Graphics who will debut back-
ferent products. However, that is by
to-school products and Haribo who will run a number of promotional activities
no means the end of the story. With
during the year.
anniversary celebrations underway
around the world, IMPS are keeping
to stay up to date with trends in the sburger, and Giochi Preziosi have a
the brand as fresh and innovative as
market. In 1995, The Smurfs became wide range of products that includes
they were when they first launched.
pop stars throughout Europe with a collection of Smurf scooters.
As Hendrik Coysman, CEO of IMPS
albums of techno and house music. On the clothing side, the Smurfs have
SA explained, “The Smurfs are not
In fact, over the last ten years, more signed a number of deals since IMPS
even close to getting old. We’re pre-
than 16 million music CDs and cas- appointed Paramount Licensing to
paring all sorts of surprises to take us
settes have been sold, pushing sales handle merchandising for the char-
through the next fifty years!”
to over 40 million since the first song acters in the United States. Celeb-
was released in 1975. rity-outlet Kitson in LA have enjoyed
Moving on in time, Smurf material is success with their Junk Food range
now available on video, on CD-Rom of Smurf clothing for adults which
and CD-i. In fact, the Smurf video includes hoodies, tank tops, T-shirts
games regularly top the sales charts. etc. A new range is planned for this
On the interactive side, RTL Disney Spring. Further afield in Australia, Jay
offers online games based on Smurf Jays stores will debut a nostalgic ap-
characters as part of their subscrip- parel line this Spring, again targeted
tion-only Toggo website. at young adults and Oysho, who have
Apparel and toys, of course, are still more than 250 stores on a worldwide
as popular as ever. On the toy side, basis, will launch a women’s under-
Hasbro has recently launched a range wear and nightwear collection to-
of new Smurf puzzles as has Raven- gether with an exclusive outerwear
45
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