International Merchandising Promotions & Services (IMPS) has tapped Jazwares as the global master toy partner for its Smurfs brand. The Florida-based toymaker’s new range is set to hit shelves in 2022 and will include plush, figures and playsets.
The Smurfs first launched as a Belgian comic strip in 1958. The brand has since expanded to include consumer products and content.
Earlier this year, Nickelodeon picked up new CG-animated series The Smurfs. Produced by Belgium’s Peyo Productions and France’s Dupuis Edition & Audiovisuel, the comedy-adventure will premiere on Nick’s US channel in 2021 before launching internationally. In 2019, IMPS tapped DHX Media’s WildBrain to handle YouTube distribution for the brand.
This global master toy partnership could mark a shift in strategy for Jazwares, which has focused on gaming brands in recent years. In 2017, the toymaker launched a range inspired by Minecraft, followed by a toy line based on the user-generated gaming platform Roblox. And in 2018, the Jazwares partnered with Epic Games to create a toys inspired by Fortnite.