What The Smurfs does

The Smurfs is a Belgian entertainment intellectual property franchise, created by cartoonist Pierre Culliford (Peyo) with the characters' first appearance in 1958. The IP is owned and managed by International Merchandising, Promotion and Services SA (IMPS), headquartered in Genval, Belgium, which in June 2024 rebranded—together with Lafig Belgium and Peyo Productions—as PEYO COMPANY, operating through four units: PEYO CREATIONS, PEYO PRODUCTIONS, PEYO DISTRIBUTION, and PEYO LICENSING. Studio Peyo SA holds the underlying rights. The business remains family-controlled through the Culliford family, with Véronique Culliford (Peyo's daughter, who founded IMPS in 1984) as President & Founder.

The company monetizes the Smurfs universe across multiple content and product surfaces: an animated television series broadcast globally by Nickelodeon and streamed on Netflix and Amazon Prime Video; feature films distributed through Paramount Pictures and Sony Pictures Animation; over 500 comic volumes published internationally via partners such as Papercutz, Dupuis, and Norma Editorial; a broad library of mobile and browser games; and extensive licensed merchandise. Its operating model is asset-light and licensing-centric—IMPS/PEYO LICENSING manages worldwide licensing of characters to manufacturers and brand partners, while content is distributed via channel partners (streamers, broadcasters, app stores, retail, and Amazon storefronts) rather than direct-to-consumer subscription.

Revenue mechanics are dominated by licensing and royalties across four streams: merchandising/brand licensing (collaborations with Emporio Armani, Puma, Pull & Bear, Chinti & Parker, Razer, Nexon, Stumble Guys, FarmHouseFresh), content distribution rights (streaming, TV broadcast, film), digital products and games, and comic book publishing. The franchise spans 55+ languages and 40+ multi-language YouTube channels (5.5M+ followers, 100M+ monthly views as of January 2024), with a reported headcount of 11-50 employees, consistent with a lean rights-management organization that outsources production and distribution to partners.

Name

The Smurfs

Legal name

International Merchandising, Promotion and Services SA

Website

https://smurf.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

The Smurfs is a Belgian entertainment IP franchise, managed by IMPS/PEYO COMPANY, that licenses and distributes Smurfs comics, films, animated series, mobile games, and merchandise to global streamers, broadcasters, publishers, and consumer-brand partners serving children, families, and nostalgic adult fans.

Ownership category

akta.pro rank

Product category

Family Entertainment Franchise

NAICS

Motion Picture and Video Distribution (512120), Motion Picture and Video Distribution (51212), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516)

SIC

Services-Motion Picture & Video Tape Distribution (7822), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Services-Allied To Motion Picture Distribution (7829)

akta.pro primary industry

Licensed & Franchise Comics Publishing (Film/TV/Game Tie-ins) (MPAJAGAH)

akta.pro secondary industries

Children’s Comics, Graphic Novels & Manga Publishing (MPAJAFAH), Format & Scripted/Unscripted Franchise Distribution (Adaptation Rights) (MPABAMAK), Free TV / Syndication Distribution (MPADAJAI)

Keywords

• Character licensing
• Family entertainment
• Animated series
• Comic book publishing
• Brand merchandising

Headquarters

HQ city

Genval

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Licensing and Merchandising: IMPS manages worldwide licensing for Smurfs characters and intellectual property. Revenue is generated through licensing deals with manufacturers of toys, apparel, accessories, home goods, and consumer products. Brand collaborations with fashion brands (Chinti & Parker, Pull & Bear, Emporio Armani, Puma), gaming companies (Razer, Stumble Guys, Nexon), and consumer goods companies (FarmHouseFresh) contribute to licensing income.
2. Content Distribution: Revenue from streaming rights to animated series on Netflix, Amazon Prime Video, and Nickelodeon. TV broadcast licensing fees from global and local networks. Film distribution partnerships with Paramount Pictures and Sony Pictures Animation.
3. Digital Products and Games: Mobile applications including Smurfs Playhouse by SKIDOS, Smurfs Bubble Shooter, The Smurfs Bakery, Smurfs' Village, The Smurfs Games, Smurfs Magic Match, and others distributed through Apple App Store and Google Play Store. Video game licensing for titles like Smurfs Kart and The Smurfs: Mission Vileaf.
4. Comic Book Publishing: Original comic book adventures published through partnerships with Papercutz (English), Dupuis (French), Norma Editorial (Spanish), and other publishers globally. Over 500 volumes available across multiple languages.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

The Smurfs franchise produces and licenses an animated TV series, theatrical feature films, comic books and graphic novels, a portfolio of mobile games, browser-based online games, and a wide range of consumer merchandise built around 100+ characters created by Peyo in 1958. Distribution is handled globally through Netflix, Amazon Prime Video, Nickelodeon, YouTube (30+ channels), theatrical partners Paramount and Sony Pictures Animation, and retailers such as Amazon and Papercutz.

Product overview

The Smurfs is a classic Belgian entertainment franchise managed by Peyo Company (formerly IMPS, Lafig Belgium, and Peyo Productions) offering a diversified portfolio of products including animated TV series broadcast globally on Nickelodeon and streaming on Netflix, theatrical and animated films, comic books and graphic novels published internationally, and a wide range of mobile games available on iOS and Android platforms (such as Smurfs' Village, Smurfs Playhouse by SKIDOS, The Smurfs Games, Smurfs - The Cooking Game by Azerion, and Smurfs Magic Match). The portfolio also includes browser-based online games, printable coloring pages, digital stickers, and official YouTube channels in 30+ languages. The franchise maintains an extensive licensing program with merchandise collaborations across fashion, gaming peripherals, home goods, and consumer products.

Differentiator

Problem solved

Functional benefit

Products and services

• The Smurfs Animated Series Animated television series featuring 100+ Smurfs characters, distributed globally through Netflix, Amazon Prime Video, and Nickelodeon for family audiences.
• Smurfs Movies Theatrical feature films based on the Smurfs franchise, produced in partnership with Paramount Pictures and Sony Pictures Animation and released globally in cinemas.
• Smurfs Comics and Graphic Novels Print comic books and graphic novels featuring Smurfs stories, published by Papercutz in English and by licensed publishers in international markets.
• Smurfs' Village Mobile village-building and crafting game featuring Smurfs characters, available on iOS and Android app stores for children and family audiences.
• Smurfs Playhouse by SKIDOS Educational and creative play mobile app for children, developed with SKIDOS and featuring Smurfs characters.
• Smurfs Bubble Shooter Bubble shooter puzzle mobile game featuring Smurfs characters, available on iOS and Android.
• The Smurfs Bakery Bakery-themed time management mobile game featuring Smurfs characters.
• Smurfs - The Cooking Game Cooking simulation mobile game featuring Smurfs characters, available on iOS and Android.
• Smurfs Magic Match Match-3 puzzle mobile game featuring Smurfs characters.
• Smurfs' Village and The Magical Meadow Expansion mobile game combining the Smurfs' Village gameplay with The Magical Meadow area, featuring Smurfs characters.
• The Smurfs Games Collection of online browser-based games featuring Smurfs characters, hosted on the official Smurfs website.
• Smurfs Online Games Browser-based games playable directly on the official Smurfs website without download.
• Smurfs Merchandise Licensed consumer merchandise including apparel, fashion accessories, home goods, and collectibles, distributed through Amazon and licensed retail partners globally.

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

16 partnerships are on record, tiered flagship, core and minor.

• SEVENTEENflagshipGTM or Marketing Partner · 1 November 2025K-pop group SEVENTEEN collaboration with The Smurfs for a music video release in November 2025, celebrating The Smurfs' 67th anniversary and SEVENTEEN's second anniversary of their single 'God of Music.' The collaboration was announced through social media and a teaser video, generating significant fan excitement.
• NetflixcoreChannel Partner/ Reseller/ DistributorStreaming distribution partner for The Smurfs animated series. Season 1 and Season 2 available for streaming globally on Netflix.
• NickelodeoncoreChannel Partner/ Reseller/ DistributorGlobal broadcast partner for The Smurfs animated series. Season 3 currently in production, scheduled for broadcast from Q3 2024. Also broadcasts on WildBrain TV in Canada.
• Paramount PicturescoreChannel Partner/ Reseller/ DistributorFilm distribution partner for The Smurfs Movie (2025), directed by Chris Miller, featuring an all-star voice cast including Rihanna, James Corden, and others. Global theatrical release scheduled for July 2025.
• FarmHouseFreshminorGTM or Marketing PartnerLimited-edition skincare collaboration featuring FarmHouse Fresh x The Smurfs collection with charitable component. $1 from each purchase donated to FHF Smurfy Ever After Animal Rescue Project supporting animal rescue organizations across the U.S.
• Chinti & ParkerminorGTM or Marketing PartnerLimited-edition fashion collection including sweaters, cardigans, and T-shirts featuring Smurfs characters in colorful intarsia and embroidery designs. Focus on luxury yarns including wool, cashmere, and cotton.
• RazerminorGTM or Marketing PartnerGaming peripherals collection including Razer Orochi V2, custom top shells, and Gigantus V2 mousepads in three sizes. Celebrates 65th anniversary of Peyo's iconic blue characters with gaming-focused merchandise.
• Stumble GuysminorGTM or Marketing PartnerHalloween crossover event in Stumble Guys multiplayer party game featuring Smurfs-themed content, spooky rewards, and challenges. 'Survival of the Smurfiest' event available seasonally.
• NexonminorGTM or Marketing PartnerSmurf the Race with Nexon - racing game collaboration featuring Smurfs characters and themed content.
• Goldie AceminorGTM or Marketing PartnerFashion collaboration featuring Goldie Ace x The Smurfs collection announced as news item on official Smurfs website.
• HAANminorGTM or Marketing PartnerLifestyle collaboration with HAAN featuring Smurfs-themed products announced on official Smurfs news.
• Emporio ArmaniminorGTM or Marketing PartnerFashion collaboration with Emporio Armani featuring Smurfs-themed clothing and accessories for the junior line.
• PumaminorGTM or Marketing PartnerSportswear collaboration featuring Smurfs-themed athletic apparel and accessories.
• Pull & BearminorGTM or Marketing PartnerYouth fashion collaboration with Pull & Bear featuring Smurfs-themed apparel available at pullandbear.com and physical stores.
• Sony Pictures AnimationcoreChannel Partner/ Reseller/ DistributorAnimation partner for Smurfs films including Smurfs: The Lost Village (2017) and previous 3D film adaptations.
• PapercutzminorChannel Partner/ Reseller/ DistributorEnglish-language comic book publisher for Smurfs graphic novels, translating and publishing classic adventures including The Smurfs and the Magic Flute and multiple volumes of The Smurfs Tales series.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Studio 100: Studio 100 owns Maya the Bee and other classic children's character IP with animation, theatrical films, theme parks, and merchandise — a European-headquartered peer highly comparable to Peyo Company in scope and structure.
• LEGO Group: LEGO monetizes its own IP plus licensed partnerships (Star Wars, Harry Potter, Marvel) via toys, games, and branded experiences. Its licensing-driven toy and entertainment model closely parallels The Smurfs' branded merchandise and licensed product strategy.
• Sega Sammy Holdings: Sega Sammy owns Sonic the Hedgehog, a classic character IP monetized through games, animation, film, and global licensing. Sonic's multi-decade franchise economics are a close analog to The Smurfs' long-tail IP monetization.
• Hasbro: Hasbro manages a portfolio of classic entertainment IP (Transformers, My Little Pony, Peppa Pig) with deep licensing, toy, and media operations — closely aligned with Peyo Company's franchise management, licensing, and content distribution model.
• Mattel: Mattel monetizes classic IP (Barbie, Hot Wheels, Masters of the Universe) through toys, content, and licensing. Its franchise-management and licensing flywheel is directly comparable to The Smurfs' merchandising and content approach.
• Sanrio: Sanrio operates one of the world's most enduring character IP licensing businesses (Hello Kitty, My Melody) spanning apparel, accessories, and consumer products across global markets — directly comparable to The Smurfs' classic-children-IP licensing model.
• Rovio Entertainment: Rovio (Angry Birds) operates a classic character IP with deep mobile gaming presence and global licensing — directly comparable to The Smurfs' mobile game portfolio (Smurfs' Village, Bubble Shooter, Magic Match) plus licensing flywheel.
• Funko: Funko builds consumer products and collectibles around a wide range of licensed pop-culture IP including children's properties. Its licensing-first model is a comparable monetisation route for The Smurfs' character universe.

Broad incumbents

• The Walt Disney Company: Disney is the largest global entertainment IP operator with deep franchises (Mickey, Marvel, Pixar, Star Wars) spanning film, streaming, parks, and licensing — a broad incumbent analog illustrating the upper bound of classic-IP franchise economics.
• Warner Bros. Discovery: Warner Bros. Discovery manages an extensive library of classic cartoons (Looney Tunes, Scooby-Doo, Tom & Jerry) with global licensing and content distribution across theatrical, streaming (Max), and merchandise — broadly comparable to The Smurfs' multi-format exploitation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SmurfsSociety
• YouTubeyoutube.com/c/smurfs/channels
• Facebookfacebook.com/SmurfOfficial
• Instagraminstagram.com/smurfsofficial
• TikToktiktok.com/@smurfs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Smurfs