New Strategy Brewing for The Smurfs & Friends
Key Points:
- IMPS, the “Big Papa Smurf” of The Smurfs’ global license, took center stage recently at MIFA (the equivalent of the Olympics for animation) and gave the world a sneak peek of its new action plan.
- This strategy seems heavily centered on strutting The Smurfs down a new animated runway while simultaneously dusting off the cobwebs from some of Peyo’s original characters. It’s like a blast from the past with a modern twist, best of both worlds!
- So, those early Peyo characters you thought were gone forever, well they’re getting an animation makeover to match up with today’s showstoppers. The glow-up you never knew you needed!
Hot Take:
Well, well, well. IMPS sure knows how to stir up a Smurfstorm. The prospect of reviving early Peyo characters? That’s like finding an additional secret ingredient in your favourite dish – exciting, mysterious, yet potentially delicious. The animation world is in for a Smurf-tacular surprise. And while we’re on this nostalgia train, ‘let’s get Smurfy’ is shaping up as the catchphrase of the year. We say, bring on the blue, and remember folks, Smurf happens!
Unveiling The Smurfs Season 3 (Courtesy: Peyo Company)
IMPS, esteemed custodian of The Smurfs global rights, revealed at MIFA (the noteworthy International Animation Film Market), their latest animation venture and the strategic move towards enhancing The Smurfs franchise and rejuvenating other original works from the master, Peyo. Along with the globally loved Smurfs, early Peyo creations will be brought back to life with contemporary animation and new narratives based on the original Johan & Peewit and Benny Breakiron comic books. Coinciding with this is the unveiling of the new name and brand identity: Peyo Company!
A Success Story Worth Sharing
Before we were introduced to The Smurfs, Peyo (also known as Pierre Culliford) had already crafted an entire imaginative world and captivating titles like Johan & Peewit and Benny Breakiron. It may surprise you to learn that Smurfs originally made their appearance as a side act in a Johan & Peewit narrative titled The Smurfs & the Magic Flute in 1958. The overwhelming love from the readers of the weekly magazine, where Johan & Peewit was published, lead to Peyo creating a dedicated spin-off for these beloved blue characters, thus marking the genesis of the Smurfs’ extraordinary journey into our hearts.
Introducing Peyo Company
Véronique Culliford, Peyo’s daughter, setup IMPS in 1984 to enhance and sustain her father’s legacy. Under her stewardship, The Smurfs has grown into a globally recognized brand, boasting of an astonishing 95% global brand awareness. Honoring Peyo, Véronique and IMPS are launching Peyo Company – an umbrella brand to encompass all of Peyo’s intriguing creations. This initiative will provide the much-deserved limelight to characters from Johan & Peewit and Benny Breakiron.
Véronique Culliford: “It’s a pride to have accomplished such a success with the blue characters my father nurtured. Now, I am hopeful of recreating this magic with his other creations, Johan & Peewit and Benny Breakiron. We are renaming IMPS to The Peyo Company to emphasize our commitment to advance his legacy beyond the Smurfs. An apt tribute to my father, our new logo incorporates his signature – a testament to thousands of his drawings.”
What’s On The Horizon
Like Peyo, Peyo Company is driven by storytelling. The revamped company will spin new tales based on Peyo’s creation, blending in contemporary elements to appeal to the younger generation.
We’re starting this new journey with two TV series projects: The Tales of Johan & Peewit, and Benny Breakiron. We’re scouting talents for these exciting ventures.
A Smurfy Future
New projects are sprouting from the Smurfs’ Village – Season 2 lands on Netflix on June 30, Season 3 debuts on Nickelodeon this summer, and Season 4 is already on the drawing board. To top it off, we have a new Paramount movie in the pipeline.
Nele De Wilde, CCO at Peyo Company: “We’re thrilled to collaborate with Paramount Animation on an all-new cinematic venture, The Smurfs Movie. Paramount has assembled a dream team comprising of the fantastic director, Chris Miller, co-director Matt Landon, and producers Ryan Harris, Rihanna, Laurence ‘jay’ Brown, and Tyran ‘ty-ty’ Smith. This fresh take on Smurfs will see them embark on an interdimensional quest to discover their inner power and answer the existential question: ‘What is a Smurf?’ We’re excited to announce that Rihanna will voice Smurfette and also write, produce, and perform original songs for the film.”
Film-makers at Paramount are partnering with the Peyo Company to honor the original vision of Peyo, preserving the charm of his world, and the beauty of his artwork, while making it resonate with the modern audiences. The film is expected to release in theatres worldwide in February 2025.
Original article: https://www.skwigly.co.uk/new-name-and-projects-announced-for-the-smurfs-friends/