More U.K. Licensing Partners for Smurfs Movie


LONDON: Rocket Licensing has secured additional U.K. licensees for the upcoming Sony Pictures movie Smurfs: Lost Village, which will make its theatrical debut on March 31.

Rocket represents the new animated movie, alongside the classic Smurfs brand, on behalf of brand owner International Merchandising, Promotion and Services of Belgium (IMPS) in the U.K. and Eire. The latest partners to join the U.K. licensing program include Aykroyd & TDP, which will develop a line of kids’ nightwear and help expand the apparel category, and Fashion UK for kids’ daywear and swimwear.

Merchandise will launch in the first quarter of 2017, targeting boys and girls aged 6 to 9 and teen and tween girls. The products will also reach a secondary audience of families, adults, nostalgia and gift buyers.

The new partners join Inphase, which is debuting a collection of car accessories, including air fresheners. PMS International, meanwhile, is making a line of gifts, stationery and pocket-money toys. These product ranges will support IMPS’s master toy partner, Jakks Pacific, which will launch a range of playsets and figurines for the new movie. Ferrero and McDonalds have also been appointed for global promotional deals.

Rocket also added U.K. partners for the classic Smurfs brand. Casa Chicos signed on for a line of Smurfs babywear at Mothercare. Trademark is producing a range of T-shirts for adults using the classic style guide, while Somerbond will continue to produce classic adult nightwear and underwear, with new designs hitting retail at the end of the year.

Rob Wijeratna, joint managing director at Rocket Licensing, said, “The Smurfs is a cherished, evergreen family brand and with the franchise’s next movie installment on the horizon, a new generation of fans are about to be introduced to the adventures of the lovable blue characters. For the U.K. licensing program, we’re committed to signing partners who will bring the movie’s heartwarming story, friendship and humor to life beyond the big screen and we’re looking forward to seeing products hitting shelves across the country next year.”