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.