Polish food company Maspex has signed a deal with DeAPlaneta to launch a collection of products featuring The Smurfs.

DeAPlaneta Entertainment manages The Smurfs licensing programme in Poland, Lithuania and Latvia plus other territories and has signed a deal with Maspex, a Polish food and beverages multinational that owns over 20 companies and is one of the largest food producers in the region. It currently owns 70 brands and provides a total of over 4000 products.

The Smurfs will star in a range of branded food products including Puchatek (instant cocoa drink), Lubella (pasta) and Łowicz (jams). This limited edition range will be available in the Kaufland chain of stores in Poland, Estonia, Latvia and Lithuania from November 2022. This agreement gives DeAPlaneta Entertainment a strong position in the Eastern European Food & Beverages sector.

The Smurfs is a historic brand based on the characters and universe created by Belgian cartoonist Peyo in 1958. The brand has maintained its position as a leading IP thanks to notable launches, including animated and live actions films and the new CGI series for 5-12 year olds on Nickelodeon, as well as retail collections with leading youth fashion group, Inditex retail.