The Smurfs

TV Kids Weekly, November 14, 2008

NAME: The Smurfs

ORIGIN: Based on a comic strip by Belgian cartoonist Peyo that was first published in 1958.

DISTRIBUTOR: I.M.P.S. in non-English-speaking territories; Warner Bros. for English-speaking territories.

CREATOR: Pierre Culliford, alias Peyo

TV SHOW: The classic 2-D animated series, produced by Hanna-Barbera Productions, spans 272 half-hour episodes over nine seasons.

DESCRIPTION: Far, very far from here, in a little village full of mushroom-shaped houses, live the Smurfs. The little characters are three apples high, have blue skin and are dressed in white trousers and a cap. They are a happy, easy-going bunch—give or take one or two!

The series premiered in the U.S. in 1981 as part of NBC’s Saturday morning block and aired on the network until 1990.

EXECUTIVE PRODUCERS: Joseph Barbera and William Hanna

TV SALES: Current broadcasters of the series are SUPER RTL (Germany), ORF (Austria), TSR (Switzerland), T�l�TOON (France), M6 (France), Ketnet (Dutch speaking Belgium), BHRT (Bosnia), Toon Disney Spain, Star Channel (Greece), TVP (Poland), Mediaset (Italy), RTL KLUB (Hungary), Kanal D (Turkey), HRT (Croatia), Radio Televizija Slovenija (Slovenia), TV3 Catalunya (Catalunya), CYBC (Cyprus), MTV3 (Finland), Z@ppelin/VARA (Netherlands), Telefe (Argentina), Radio-Canada (French-speaking Canada), Boomerang (the U.S. and Australia), Canal Caracol (Colombia) and Televisa (Mexico).

MAJOR TOY LICENSEE: JAKKS Pacific, which has rolled out action figurines, plush and assorted toys and collectibles.

OTHER PRODUCTS: Kids shampoo (Henkel); chocolate “Kinder Surprise” eggs (Ferrero); jelly beans (Haribo); t-shirts (Junkfood); apparel from Oysho, Pull and Bear, OVS and KappAhl; back-to-school products (Lannoo Graphics); games (Upperdeck, Scanditoy, Ravensburger, Hasbro); shoes (Leomil); biscuits (Delacre), candy (BIP); figurines (Schleich); music, audio books; comic books; story books; activity books; magazines; DVDs and more.

STRATEGY FOR ROLLOUT: This summer, Columbia Pictures and Sony Pictures Animation announced plans for a live-action and animated theatrical feature for The Smurfs. It came amid much renewed interest in the loveable blue characters, who turned 50 last month. A multilingual website, at www.happysmurfday.com, was the hub of activity for the anniversary celebrations, which included a European tour for the Smurfs in 15 countries. Alongside the tour was a fundraising initiative, with proceeds going to Unicef.

Hendrik Coysman, the managing director of I.M.P.S., which represents The Smurfs, is not surprised that the brand has endured for long. Viewers can connect with the characters, he notes, because they have “genuine intrinsic positive values such as sympathy, solidarity, friendliness” and can “adapt easily to a huge number of situations and circumstances. Smurfs please every new generation of kids thanks to their high degree of likeability and parents are glad to pass on the Smurf values to their kids.”

The series, which premiered in 1981 and ran for nine seasons, remains on the air in a host of markets. “The show is running in virtually all European countries with strong ratings for children 4 to 10, as well as 10 to 14,” Coysman says. “The high number of episodes constitutes a great tool for loyalty build-up for networks.”

Numerous licensees have rolled out accompanying merchandise, Coysman adds. “Retailers such as Albert Heijn in the Netherlands and Delhaize in Belgium organized promotions that encountered huge success,” Coysman notes. “Special 50th anniversary products have been launched by Schleich, JAKKS Pacific, Haribo, Pixi, Leblon Delienne.” In addition, the Belgian post office has rolled out commemorative stamps, while the royal mint issued euro coins with Smurf imprints. Other anniversary products include DVDs and comic books.