Bulls Licensing has reappointed the licensing rights to the Smurfs in the Nordic countries from I.M.P.S. The blue-skinned little Smurfs, clothed in white trousers and white hats, were originally created in 1958 for a comic strip by Belgian Pierre Culliford, more known as Peyo. With following 33 comic books, 272 cartoon episodes, a new third movie under preparation and a licensing programme with 700 licencees worldwide, the Smurfs is a veritable success story.
– We are very proud and happy to represent the Smurfs and I.M.P.S. for licensing in the Nordic countries again, says Ida Bergfeldt, Brand Director at Bulls Licensing. The Smurfs have a unique DNA which suits almost every target group. These humorous, tolerant, three apple high characters are conformable to a broad spectra of products and services, continues Mrs. Bergfeldt.
Renowned brands have associated themselves with the Smurfs in the long term in order to create their own product lines. In the Nordic countries these include HM, Leaf, Sinebrychoff, Triumfglass, Rätt Start, Barbotoys, Junior Productions and Cederroth to name a few. Among the licensing categories being discussed for future collaborations are personal care, apparel, food and drinks, toys and the interest is great among potential licensees.
In 1984 the I.M.P.S. company (International Merchandising Promotions & Services) was created by Véronique Culliford, Peyo’s daughter, to manage the rights linked to her father’s characters. The comic book is the Smurfs’ publishing programme’s core product. There are more than 300 available titles, sold in over 70 countries. Peyo created the Studio, now located in Genval near Brussels, in order to respond to the growing demand and it became home to a number of future big names in the comic strip world. All artwork is produced in the Studio and Peyo’s family and associates continue his work in the same spirit after his decease in 1992.