Paramount Licensing Brings Smurfs on Board

Smurfs characters get a boost from Paramount Licensing

Paramount Licensing is tapping into the love of nostalgia bringing back the iconic blue characters known as the Smurfs.

The studio’s licensing unit signed a multi-year deal with Lafig Belgium, the owner of the Smurfs licensing rights, to become the North American licensing agent for the Smurfs brand. Under it, Paramount will develop toys and games, apparel, accessories, collectibles, stationery, packaged goods, domestics, health and beauty aids and publishing.

In addition, Paramount will explore licensing opportunities in theme parks and resorts, themed restaurants, stage plays and live shows and other attractions.

“Smurfs is a great addition to our portfolio,” said Mike Bartok, Paramount Licensing’s executive vice president and division head. “People still have such recognition. The opportunity is now on retro properties.”

Paramount will also look to forge some promotional deals around the property “to let people know Smurfs are back,” Bartok said. “We see some great opportunities.”

The classic property was made famous in 1981 with a TV show. The series ran until 1990.

Previously, Nickelodeon and Viacom Consumer Products handled licensing initiatives for Paramount.

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