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Planeta Junior extends licensing reach for The Smurfs across Spain, Portugal and Central and Eastern Europe

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Planeta Junior has secured an agreement with the global license holder IMPS to coordinate The Smurfs’ brand licensing programme across Spain, Portugal, and Central and Eastern Europe.

The deal acts as an extension to Planeta Junior already established remit as The Smurfs’ agent across Iberia. Thanks to the success that the company has seen across the territory, IMPS has decided to renew the agreement with the added regions.

Planeta Junior will manage the licensing program in all categories, except publishing, in all aspects of The Smurfs IP including: the classic brand, (which targets millennial audiences,) and the animated feature films and series, (causing a storm among younger audiences). The new The Smurfs CGI series will hit TV screens in 2022.

“We are happy to extend our collaboration with such a strong and passionate partner as Planeta Junior. They have been very successful increasing the value of The Smurfs in the Iberian market with a broad range of great products that embody the joyful spirit of The Smurfs,” said Véronique Culliford, president and founder of IMPS / LAFIG and daughter of Peyo.

“With the new TV series coming, we want to collaborate with the best partners and Planeta Junior is definitely one of those.”

Ignacia Segura, managing director of Planeta Junior, added: “The Smurfs are some of the most iconic and best loved characters ever created. We are proud to renew this property’s management in Spain and Portugal and to add CEE countries to the agreement. Adults and children will love the amazing products we are developing, which will take The Smurfs into unexplored territories.”

This historic brand is based on the characters and uninverse Belgian cartoonist Peyo created in 1958. The brand has been made contemporary thanks to recent film projects in CGI animation and live action, as well as the latest TV CGI series for five to ten year olds, which will receive its world premiere in 2022.

This new series will feature all the elements that made The Smurfs iconic: comedy, adventure, action, pace and quick-fire dialogue.