Toy market news

Planeta Junior extends IMPS partnership for The Smurfs


Planeta Junior has signed an agreement with IMPS, the global license holder of popular brand The Smurfs, and will coordinate the brand’s licensing program in Spain, Portugal and Central and Eastern Europe (CEE).

Planeta Junior is already The Smurfs’ agent in Iberia. Thanks to outstanding licensing and brand development achievements, IMPS has decided to renew the agreement and add CEE to the list of territories represented by Planeta Junior.

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.

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