By Allison Watkinson
TLL Reporter
Jupiter Wellness’s SRM Entertainment division has entered into a licensing agreement with LAFIG Belgium and IMPS for a line of children’s products featuring The Smurfs.
Through the new multi-year licensing agreement, SRM will develop a line of Sip With Me hydration and table-top products featuring characters and images from The Smurfs brand. The product line will include SRM’s patented double drinking straw tumblers and melamine plates and dishes.
The licensing deal was brokered by The Brand Liaison on behalf of SRM. The Brand Liaison is a boutique licensing agency that creates new revenue streams for its clients through licensing opportunities, strategic partnerships and brand extension programs.
SRM Entertainment is a design and manufacturing company that develops licensed toys and gifts in collaboration with international entertainment brands. The company was acquired by Jupiter Wellness in 2020 to expand its licensing business into new product categories.
The Sip With Me Smurf product line is expected to launch at retailers in July 2023, prior to the new Smurfs feature film which will hit theaters in 2025.
“Created by Belgian artist Peyo, Smurfs have captivated the hearts of families all over the world with its colorful characters and optimistic message,” said Rich Miller, CEO of SRM Entertainment. “We look forward to building a strong relationship with LAFIG Belgium and making great drink cups that will inspire children to find their happy place with a spectacular Smurfs line.”
LAFIG Belgium and its partner IMPS are the official worldwide licensors of The Smurfs childrens’ entertainment brand. Over the years, IMPS has worked with its global agents to develop licensed merchandising programs, co-branded retail promotions, publishing activities, broadcasting deals, and entertainment experiences for The Smurfs brand.
The Smurfs originated in 1958 as a comic strip that featured fictional blue characters that live in mushroom houses. Since its creation, The Smurfs franchise has expanded into animated series, feature films, music, video games, and licensed consumer products.