International Merchandising, Promotion & Services has appointed Rocket Licensing as the exclusive agent for the Smurfs brand in the U.K. and Eire.

Rocket plans to develop a dual licensing strategy that both expands the classic Smurfs brand and develops product for Sony’s latest Smurfs film, which will be released in summer 2016.

Product will be targeted to kids ages 4 to 9 as well as tween/teen girls and adult gift buyers. The initial focus for the classic brand will be on the toy, apparel, homewares, digital and publishing categories, while the movie brand will be extended into these categories as well as FMCG, promotions, paper products, back-to-school ranges, gifts, novelties and tech accessories.

A number of licensees have already signed on including Brand Alliance, International Greetings and TV Mania.

“The Smurfs enjoy a strong following both among new, young viewers of the TV show and films and among the many adults who remember them fondly from their own youth," says Charlie Donaldson, joint managing director, Rocket Licensing. "With the latest film due to add a whole new generation to the vast number of Smurfs fans, this is an ideal time to expand and enhance the licensing base for these wonderful characters.”