Jazwares Creating New Smurfs Toy Line

International Merchandising Promotions & Services (IMPS) has partnered with Jazwares to develop an all-new toy line inspired by The Smurfs franchise.

As the global master toy manufacturer for The Smurfs, Jazwares will create a toy line reviving the internationally beloved franchise for today’s generation of children. The toy line, which will include plush, figures and playsets, is set to hit retail in 2022.

The Smurfs, created by Pierre Culliford (known as Peyo), first appeared in 1958 as a comic strip running in the Belgian magazine Spirou.

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

Véronique Culliford, president and founder of IMPS/Lafig and daughter of Peyo, added: “I am extremely proud of this beautiful partnership with Jazwares. It is a family company like ours that advocates for the same human values. I’m sure that with their legendary creativity, many beautiful toys will invade the world to the joy of young and old children.”