Smurfs making a comeback at the Shanghai Expo, 3D movie coming out soon
The smurfs are making a big come back at the Shanghai Expo. This will be a great preparation for the books, audio products, clothes, toys and other Smurf products released in the market soon after, and for next summer when the "The Smurfs Movie" hits the movie theaters in 3D.
“Smurf” the brand is owned by Belgian company IMPS. IMPS has established partnerships with companies in 70 different countries such as Zara, H&M, Sisley, Only, Ferrero, McDonald's, Henkel, Sephora , for collaboration and distribution in the retail industry, which has a market potential of 60 billion U.S dollars.
Exclusive collaboration between Val St Lambert and the Smurfs
Val Saint Lambert and the Smurfs, represented by IMPS Ltd., two Belgian brands known all over the globe, are teaming up for the first time at the Shanghai World Expo. Both exhibitors in the Belgian pavilion, they have decided to celebrate Belgian culture and savoir-faire in a style steeped in beauty and delicacy by developing a unique piece together: a crystal Smurf. This exclusive creation will illustrate their respective ambitions to enhance their positioning on the Chinese market.
For the first time ever, the Smurfs are now sparkling courtesy of the brilliance of the purest crystal. Val Saint Lambert and the Smurfs have jointly created an exclusive work of art combining the stunning beauty of crystal with the cheerfulness of these colourful little characters. Val Saint Lambert Crystal and the Smurfs share numerous characteristics: they are both Belgian, have a respect for nature and are synonymous with creativity throughout the world. So what could be more natural than for them to join forces?
Justin Onclin, Val Saint Lambert’s CEO: ‘The Shanghai World Expo, which we’re both attending as exhibitors, presented a unique opportunity for us to work together. The Smurfs are the official mascot of the Belgian pavilion and are well known, or even idolised, all over the world. We therefore decided to join forces in order to combine two products enjoying increasing success on the Chinese market: the Smurfs and the purity of VSL crystal; all in all, it’s a fine tribute to creativity made in Belgium! The crystal Smurfs symbolise our strong desire to secure a bigger market share in China, both for VSL and for IMPS.’’
Véronique Culliford, CEO of IMPS and daughter of the Smurfs’ creator, Peyo: ‘Val Saint Lambert is synonymous with creativity, just like the Smurfs. We are both companies with a clear vision for the future, while also being highly active today. We both benefit from many years of experience, not only in terms of our products but also our brand image, within Belgium as well as abroad. As family firms, we also have a high degree of reactivity, whether in terms of following market trends or responding to requests. So a partnership with VSL was almost an obvious step just waiting to be taken.’
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The Smurfs animation was played on Chinese televisions in the 80s and received massive popularity. This year the Smurfs are making a come back as it is the mascot of the Belgian Pavilion. Smurfs products are sold out at the souvenir shop in the Pavilion, and many visitors were taking pictures under the posters of the smurfs.
The animation had a total of 256 episodes and only parts of them were released in China before. Now the complete episodes in DVD, and the book series are published again and are sold at stores all over China.
"The Smurfs", also known as "The Smurfs Movie", is an upcoming live-action/CGI-animated family film directed by Raja Gosnell, written by J. David Stem and David N. Weiss, and stars Neil Patrick Harris, Jayma Mays, Hank Azaria and Sofía Vergara, with the voices of Jonathan Winters, Katy Perry, Jeff Foxworthy, Paul Reubens, Alan Cumming, and George Lopez. Produced by Jordan Kerner, the film will be distributed by Columbia Pictures.
It will be the first CGI/live-action hybrid film in The Smurfs franchise. After five years of negotiations, Kerner bought the rights in 2002 and was in development with Paramount Pictures and Nickelodeon Movies until Columbia Pictures and Sony Pictures Animation obtained the film rights in 2008. Filming began on March 26, 2010 in New York. After having the release date pushed back twice, it is currently scheduled to be released on August 3, 2011.
The Smurfs – The official mascot of the Belgian EU Pavilion at the Expo Shanghai 2010
The Mascot
The official mascot showcases 2 cheerful Smurfs shaking hands and holding the Belgian and Chinese flags. They symbolize the good relationship between Belgium and China and are therefore perfect as the ambassadors between these 2 countries.
Why the Smurfs?
The Belgian government wanted to attract the Expo visitors by using a good-natured and optimistic character that represents respect, friendship and solidarity. As the Smurfs are an evergreen character of Belgian origin, known worldwide and in particular in China, it was an obvious decision.
The Chinese people are very familiar with the character thanks to the massive presence of the TV series in the 80’s-90’s. The Smurfs really are in the hearts of the Chinese population. And because they live in harmony with nature, they truly embody the overall theme of the Expo: ‘Better City,
Better Life’.
The Smurfs in Shanghai
Very soon, the Smurfs will be greeting visitors to the Pavilion in many different ways. Through their presence in the scenography, by greeting people on the official Pavilion website and through specific projects with the different partners of the Pavilion. For example, visitors will be
tasting our delicious Belgian chocolates in the format of a Smurf, every day they will be able to win a Smurfette figurine holding a diamond ring while enjoying the excellent Belgian food… and for the first time, the Smurfs will become popstars in China with the release of the 1st Smurf CD. On top of
that, people won’t return home without buying one of the great Smurf products from the Pavilion Shop. It is a unique opportunity to introduce our famous blue friends to a wider audience and to develop new and reinforce existing business relationships in China.
About the Smurfs
The story of the Smurfs – a property created by Peyo and owned by IMPS s.a. – started in 1958 with the creation of comic books which were later brought to the big screen and on television. Over the years, the Smurfs haven’t just limited themselves to the page and the screen though. They
have inspired records/Cd’s that have sold millions of copies, entire collections of figurines and toys, and many more products. In all, more than 3000 derived products have been produced, leading brands and companies have spread their messages worldwide with the help of the Smurfs. A
multitude of new projects appear regularly, thus making the success of the Smurfs planetary!
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China loves the Smurfs
The Smurfs are the mascots of the Belgian pavilion. The products are sold like bread rolls, but the promotion company - IMPS – is not only aiming at the gift shops of the Expo 2010.
The mascot of the Belgian pavilion was not originally meant to be the smurfs, it was Justine Henin. But a few months before the start of the Expo, the former number 1 decided to restart her tennis career. Therefore, EXIT Justine due to her overloaded agenda. But who would be able to replace her?
William Auriol, CEO of IMPS (International Merchandising, Promotion & Services), a Wallonian company, handles marketing for the Smurfs. He decided to take advantage of this opportunity. So the little blue men took the leadership in Shanghai straight away.
The Smurfs in Mandarin Songs
"The Smurfs had a huge influence in China,” ensures William Auriol. “The cartoons were broadcasted in the 1990s, and they remained in their memories. The General Commissioner of the Belgian Pavilion quickly understood it. This is what persuades him to take the Smurfs as a mascot. "
The small figures of Peyo have colonized an entire wall of the pavilion. They are found in almost every page of brochures, interactive guides and other official documents of the Belgian-EU pavilion. Thousands of figurines were already sold in the shop of the sixth most visited pavilion of the expo. Not to mention the countless products, such as Smurf in crystal Val Saint Lambert, priced at 295 euros, or the comic strip albums translated into Chinese.
The biggest Smurf success since the beginning of the exhibition is the song by Shang Wen Jie, the Chinese star who came to fame after winning the "American Idol" of China. She agreed to sing the "little blue minds" which became the anthem of the Belgian pavilion. "As soon as the song was dropped on Baide, the YouTube of China, the song became the number 1 download in China" enthuses William Auriol.
The astonishing popularity of the Smurfs in China, where IMPS is no longer present since twenty years has convinced the leaders of the company to make a strategic step towards this promising market. Even before the start of the Expo, the company had decided to expand his canvas to Asia, a continent on which it no longer brought money.
"In 12 months we've gone from 20 to 71 countries in which we operate in terms of merchandising, says the CEO. We signed our contract with our Chinese partner about one year ago. "This partner is PPW (Promotional Partners Worldwide), who has Hello Kitty, Disney and Nickelodeon characters in their portfolio. IMPS makes the smurfs available to PPW, which is responsible for giving it a Chinese license and receives a percentage on the merchandising.
The system has proven itself successful in Europe, which represents 70% of turnover for IMPS, but has they not yet exported massively in Asia or America. As usual, China and its growing middle class triggers more expectations. "There are 300 to 400 million people who have money and want to consume, it's very good," smiled William Auriol.
Go for the show
The partnership with PPW is still in its early stage, but it has already shown good prograss. A contract was signed with Meters / Bonwit, one of the most important Chinese company in textiles. Hainan Airlines also decided to decorate two airliners in the colours of the Smurfs. A theme park dedicated to the little blue men is in preparation ...
The Chinese authorities have shown great enthusiasm over the economic opportunity of the smurfs. When William Auriol and Veronique Culliford (CEO of IMPS and daughter of Peyo) travelled to Chengdu (4,000,000 inhabitants), the capital of Sichuan Province, to meet with project officials, they had decided to do things on the big scale. A meeting room of 400 people had been requisitioned for the occasion and was filled with investors, journalists and officials. The goal is to present a draft to build an animation studio, a resort, several hotels and a theme park. The whole project covers 10 km2, 170 ha dedicated to the Smurfs.
"Actually, everything ready for us to sign the final contract, says William Auriol. Fortunately, the Chinese had informed us the day before. I had explained to them that I would not sign anything that is not reviewed by our lawyers. They were devastated, but they agreed to sign only a letter of intent, which does not commit us. "
"On the stage, everyone had their hand on a sort of crystal ball giving out lightning, then the signature was made in a loud music and confetti," says Veronique Culliford. "The Chinese are very show-off," says William Auriol. This is one thing among other special activities in China. "It is important to have confidence to succeed in China, says Veronique Culliford. A translator is also needed, because Chinese people speak only Chinese.
Piracy rule
IMPS circumvented these difficulties through its partnership with a local agent. The company and its leaders have to keep an eye on the Chinese market, which remains one of the biggest counterfeiting centers in the world. The 256 episodes broadcast on CCTV did not take long to be on the market for piracy. It was also one of the reasons that prompted the company to stop investing in China. IMPS now monitors the use of the image of the Smurfs via a network of care, and sues the copiers. "It should also be said that piracy is the price for fame," says William Auriol, a little fatalistic.
According to the CEO, licensees who do not report all their income are more dangerous, causing a deadweight loss on the side of Genval. In order to limit these losses, the company carries out targeted audits. The practice is dissuasive, says the boss. IMPS will not open subsidiaries abroadin the coming years . "We remain a licence vendor. We manage the world from here. "
What a very interesting read and as I say to a lot of people the interest and attraction of our beloved Smurfs will be re-instated (not sure thats the right word for what I mean?), after the release of the movie, cann't wait myself!
