Jazwares Named Master Toy Partner for The Smurfs Brand

Source: Jazwares

Jazwares is headed for Smurf Village.

International Merchandising Promotions & Services (IMPS) appointed Jazwares as the new global master toy partner for the classic Belgian franchise, The Smurfs.

Under the new agreement, Jazwares will create and market new toys that will hit stores beginning in 2022. Jazwares’ Smurfs toy collection will include figures, playsets, and plush.

“The Smurfs is an evergreen franchise with a rich history and timeless values that has ignited children’s curiosity and creativity for decades,” says Laura Zebersky, chief commercial officer, 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.”

The Smurfs first appeared in comic strips published in Spirou, a Belgian magazine. Created by Pierre Culliford (known as Peyo), The Smurfs have inspired countless comics, TV series, and feature films in the decades since.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.