The deal, which covers all categories except master toy, will see Turner build on its existing licensing success with the brand in the Middle East, Israel, North Africa and Turkey.
Turner CN Enterprises has built programmes for The Smurfs in the Middle East, Israel, North Africa and Turkey, having signed key partners covering major categories including Upex Brands for Personal Care, Arabic Triangle Trading for Apparel and Footwear, Global Sourcing Solutions for Stationery and Kozmoneks Kozmetik Oyuncak ve EV Gerecleri for Party Goods, among others.
With its extended territorial reach, Turner will exploit the heritage and retro appeal of The Smurfs – and the new movie set for release in July 2013, The Smurfs 2 – to grow the brand’s consumer products programme in the UK. In 2011 the release of the first 3D movie from the franchise, The Smurfs, generated over $563m in box office sales. Turner plans to build on the momentum generated by the release of the second movie to expand into new product categories and target a wider audience through relevant merchandise.
Alan Fenwick, VP at Turner CN Enterprises, said: “Having already built a successful partnership in other EMEA markets, we’re really excited to now have the UK licensing rights to The Smurfs. The UK holds huge potential for the brand and we’re looking forward to implementing a regional licensing programme that appeals to adult retro enthusiasts while capitalising on the new fans who have been introduced to The Smurfs for the first time through the movies.”
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