Sony Renews Smurfs Master Toy

Sony Pictures Consumer Products and LAFIG Belgium, the official licensor of the Smurfs brand, have renewed Jakks Pacific as the master toy licensee for the franchise.

The worldwide agreement includes rights to the classic Smurfs brand (owned by IMPS alongside LAFIG) and Sony's latest Smurfs feature film, which will premiere in August 2016.

“Jakks Pacific has been our Smurfy partner on the brand for more than seven years and has honored the tradition of over 50 years of Smurfs history," says Véronique Culliford, president, LAFIG. "We are happy to have them be on board to keep that legacy ongoing.”

The new Smurfs toy line will include figures, playsets, plush and more when it launches at retailers across the U.S. this fall.

“With the release of the film next summer and the continuing brand awareness of the Smurfs as a global brand, we are confident Jakks is the right partner to continue to distribute and develop new and innovative toy products that excite today’s consumer,” says Greg Economos, senior vice president, Sony Pictures Consumer Products.