Jazwares named global master toy partner for The Smurfs

Published on: 28th October 2020

Jazwares has partnered with International Merchandising Promotions & Services (IMPS) to develop a toy line inspired by the franchise.

Smurfs Jazwares

As the global master toy manufacturer, Jazwares will create a toy line reviving the franchise for today’s generation. The Smurfs collection is set to hit retail in 2022.

The Smurfs toy range will include plush, figures and playsets featuring the tiny blue characters and their mushroom village that fans of the classic franchise will immediately recognize.

“The Smurfs is an evergreen franchise with a rich history and timeless values that has ignited children’s curiosity and creativity for decades,” said Laura Zebersky, chief commercial officer at Jazwares. “We are looking forward to working with IMPS to create a toy line that appeals to today’s kids while also capturing the nostalgia that other generations feel for the brand.”

IMPS, the official licensor of The Smurfs, is run by Véronique Culliford, the daughter of Pierre Culliford, the creator of The Smurfs, better known under his pseudonym Peyo. Véronique added, “I am extremely proud of this beautiful partnership with Jazwares. It is a family company like ours that advocates the same human values. I’m sure that with their legendary creativity, many beautiful toys will invade the world to the joy of young and old children.”

Jazwares continues to grow through the development of new products and the strategic acquisitions of companies like First Act, Russ Berrie, Zag Toys, Wicked Cool Toys and Kellytoy. With over 20 years of design, development and manufacturing expertise, Jazwares’ progressive focus on identifying new trends and transforming them into high-quality products for consumers of all ages continues apace.


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