The Smurfs Continue to Look Forward to More Partnerships in 2024

This year marks The Smurfs’ 65th anniversary, and the brand has been celebrating with collaborations, events, clothing lines, NFT collections and much more. Most recently, The Smurfs partnered with luxury Italian house, Armani. The collection features T-shirts, jerseys, tracksuits and caps made from sustainable material. The green collaboration encourages eco-friendly choices to preserve the environment, just as The Smurfs do.

Though 2023 is a special year for the IP, The Smurfs will continue making partnerships in 2024. For instance, Maestro Media officially announced its alliance with the blue characters to launch a tabletop gaming experience. In the game, tentatively titled, “Smurfs’ Hidden Village,” players will need to gather resources, seek out missing Smurfs and build inventions to restore the village. Each playable Smurf will have a different set of skills, with up to five players able to play the half-hour game at once or a single person in a solo mode.

“The Smurfs are one of the most recognizable brands in the world, with a long history of licensed products, iconic TV shows, films and more,” says Javon Frazier, founder and chief executive officer, Maestro Media. “To be able to work on a project, especially one as beloved as The Smurfs, and bring a new gaming experience to fruition is an absolute delight. We cannot wait to work directly with the beloved brand’s millions of fans all over the world, incorporating their ideas and feedback to create a one-of-a-kind experience the community will love.”

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