Jakks Pacific renews Smurfs master toy license

After more than seven successful years as brand partners on the Smurfs, Jakks Pacific, Lafig and Sony Pictures Consumer Products will continue collaborating on the iconic franchise.
March 2, 2015

Jakks Pacific has signed a new master toy  deal with Sony Pictures Consumer Products and Lafig, the Belgian property owners of the Smurfs, to make toys and other products based on the classic brand and  upcoming feature film.

Under the new agreement, Jakks, which has been a brand partner on the Smurfs franchise for more than seven years, holds the global master toy license for the property. The first batch of new Smurfs toys, including figures, playsets and plush, will be available at retailers across the US this fall.

In the UK and Ireland, London-based Rocket Licensing has been appointed exclusive agent to revive the classic brand and license new products for the film.

The third live-action Smurfs movie, featuring the same little blue characters with white caps that first appeared in Belgian comics in the ’50s, is set to hit US theaters in August 2016.

The first two Smurfs films (2011/2013) grossed close to US$1 billion worldwide at the box office.


About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at



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