International Merchandising Promotions & Services (IMPS) has partnered with Jazwares to develop an all-new toy line inspired by the classic Belgian franchise.

As the global master toy partner for The Smurfs, Jazwares’ toy line will span plush, figures, and play-sets and is set to land at retail in 2022.

“The Smurfs is an evergreen franchise with a rich history and timeless values that has ignited children’s curiosity and creativity for decades,” said Laura Zebersky, Chief Commercial Officer at Jazwares.

“We are looking forward to working with IMPS to create a toy line that appeals to today’s kids while also capturing the nostalgia that other generations feel for the brand.”

Véronique Culliford, President & Founder of IMPS, added, “I am extremely proud of this beautiful partnership with Jazwares.

“It is a family company like ours that advocates for the same human values. I’m sure that with their legendary creativity, many beautiful toys will invade the world to the joy of young and old children.”

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