The Smurfs Taps Bavaria Sonor As Licensing Agent

February 9, 2021 Chelsea Regan

Bavaria Sonor Licensing (BSL), a division of Bavaria Media, has taken over the licensing mandate for The Smurfs in select territories across Europe.

The mandate covers Germany, Austria and Switzerland as well as Slovenia, Croatia, Bosnia-Herzegovina, Serbia, Montenegro, Macedonia and Kosovo. BSL sees licensing potential for The Smurfs across the fashion, home and living, promotions and food and beverages sectors. The license holder for The Smurfs is the Belgian company IMPS.

The Smurfs first appeared in 1958 in Belgium’s Spirou magazine as part of a comic series set in the Middle Ages. The stories about Papa Smurf, Smurfette, Brainy Smurf and many more have since been told in TV series, radio plays and feature films. Their comics are available in close to 90 countries, and the TV series is broadcast in a hundred countries. Many toy figures have become collector’s items, while in the music sector, The Smurfs is established as a brand with its own albums and musicals.

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In 2021, for the first time in over 30 years, Peyo’s beloved characters will be making a TV comeback with a brand-new 3D series. In Germany, the new The Smurfs TV series will be aired exclusively on the public kids’ broadcaster KiKA. Globally, Nickelodeon will be the main broadcaster.

Ivica Maracic, licensing and sales director at Bavaria Sonor Licensing, said: “BSL smurfs! We are very proud to be able to market this cult brand. The Smurfs have been delighting young and old for generations. We are looking forward to realizing exciting and blue licensing corporations together with IMPS!”

Véronique Culliford, president and founder of IMPS/LAFIG and daughter of Peyo, said: “We’re thrilled to have Bavaria Sonor Licensing on board to maximize the value of The Smurfs brand across a broad range of consumer products that will embody the colorful world of The Smurfs. Bavaria Sonor Licensing is known for its powerful and passionate approach. With the new TV series on its way, our new partnership is happening at a very exciting moment.”