Bavaria Sonor Licensing becomes Licensing Agency for "The Smurfs"

Tue, 9. Feb 2021 Licensing

Munich, February 9th 2021 – At the turn of the year, Bavaria Sonor Licensing (BSL), a division of Bavaria Media GmbH, took over the licensing mandate for "The Smurfs". The license holder is the Belgian company International Merchandising, Promotion and Services SA (IMPS). The mandate covers Germany, Austria and Switzerland as well as Slovenia, Croatia, Bosnia-Herzegovina, Serbia, Montenegro, Macedonia and Kosovo. BSL sees great licensing potential especially for the fashion, home & living, promotions and food & beverages sectors.

"The Smurfs" first appeared in 1958 in the Belgian magazine "Spirou" as part of a comic series set in the Middle Ages. Today, the blue, dwarf-like characters are represented in all media worldwide. The stories about Papa Smurf, Smurfette, Brainy Smurf and many more have already been told in TV series, radio plays and feature films. Their comics are available in close to 90 countries, and the TV series is broadcast in a hundred countries. Many toy figures have become sought-after collector's items. In the music sector, "The Smurfs" are established as a brand with their own albums and musicals. According to the license holder IMPS, the global brand awareness is 95 percent.

In 2021, for the first time in over 30 years, Peyo’s beloved characters will be making a high-profile TV comeback with a brand-new dynamic 3D series. An explosive package full of adventure and humour for the whole family to enjoy!

In Germany, The Smurfs new TV series will be aired on public kids’ broadcaster KiKA exclusively. On a global level, Nickelodeon will be the main broadcaster.

Ivica Maracic, Licensing & Sales Director Bavaria Sonor Licensing: "BSL smurfs! We are very proud to be able to market this cult brand. 'The Smurfs' have been delighting young and old for generations. We are looking forward to realizing exciting and blue licensing cooperations together with IMPS!"

Véronique Culliford, President & Founder of IMPS / LAFIG and daughter of Peyo: “We’re thrilled to have Bavaria Sonor Licensing on board to maximize the value of The Smurfs brand across a broad range of consumer products that will embody the colourful world of The Smurfs. Bavaria Sonor Licensing is known for their powerful and passionate approach. With the New TV series on its way, our new partnership is happening at a very exciting moment.“


About Bavaria Sonor Licensing
Bavaria Sonor Licensing (BSL) is the in-house licensing agency of Bavaria Media GmbH, a subsidiary of Bavaria Film GmbH. BSL represents the brands "PLAYMOBIL", "Masha and the Bear", "Care Bears", "Moomins", "Panini", "Janosch" as well as "Bud Spencer" and "Terence Hill" among many others.

About IMPS / LAFIG (International Merchandising Promotions & Services) – “The Smurfs”
IMPS is the official licensor of the little blue-skinned characters "The Smurfs". Over the years, IMPS (since 1984) have worked in close collaboration with their agents worldwide to develop successful licensed merchandising programs, retail- and co-branded promotions, publishing activities, broadcasting deals, theme parks, family entertainment centers, live shows, video games, online games, and Smurf music that have secured the everlasting success of the Smurfs.

IMPS is run by Véronique Culliford, the daughter of Pierre Culliford, the creator of The Smurfs, who is better known under his pseudonym Peyo.

About The Smurfs New TV Series:
The Smurfs - A Peyo Productions and Dupuis Audiovisuel production, in co-production with KiKA, VRT and RTBF, with the participation of TF1, and with the participation of Wallimage (La Wallonie), of Screen Flanders, of BNPPFFF and with the support of the Tax Shelter of the Belgian Government and the participation of the CNC.

52 episodes / 11 minutes / 3D CGI

© Peyo Productions - Dupuis Edition & Audiovisuel - KiKA - VRT - RTBF


Press Contact:

Bavaria Media GmbH
Dr. Sebastian Feuß
Company Spokesman Bavaria Film GmbH

IMPS/Lafig – The Smurfs
Philippe Glorieux
Head of Marketing, Communications & Family Entertainment