Classic blue characters expand merchandising lineup ahead of new Sony film.

IMPS, the Smurfs’ brand owner, has tapped PMS International to launch range of products in anticipation of Sony Pictures’ new film, Smurfs: The Lost Village, in theaters March 2017.

Rocket Licensing, the exclusive agent for the Smurfs brand in the U.K. and Eire, brokered the deal.

PMS International will now develop a line of products, marketed under GOSH! Designs, including pocket money toys, stationery and outdoor play products.

“The Smurfs is such an iconic property, so not only do we expect to appeal to retro enthusiasts, but with the new film Smurfs: The Lost village being fully CG animated, our extensive range will capture the imagination of younger fans across a variety of price points,” says Ruth Leonard, head, brand and licensing, PMS International. “The plot and style of the film are quite different to what we have seen before and we look forward to showcasing the range reflecting the fun, vibrancy and charm of the new animated style.”

The new Smurfs range will be available this fall.