The Smurfs Vacation in Italy


Sony Pictures Entertainment has teamed up with several new partners for a Smurfs 2 summer promotion at Best Western hotels throughout Italy, in a deal brokered by Backstage Licensing.

In addition to Best Western, a full slate of other licensees are participating in the program with products that include bed sets, carpets, boards, stickers, tissues and kitchen accessories to transform the hotel chain.

The promotion, which began June 10, will last throughout the summer at more than 30 locations across the country, leading up to the Sept. 26 release of the film in Italian theaters.

Kids who visit the hotel during this time will get a Smurfs-themed room, a welcome bag full of Smurfs gear, the opportunity to play with Smurfs toys in play areas at the hotels and a Smurfs breakfast every morning.