URODA Polska and DeAPlaneta Entertainment agree to take The Smurfs into children’s hygiene and perfume
Animation & Characters Beauty Brands
Uroda Polska, one of Europe’s leading hygiene and perfume manufacturers and distributors, has just signed a DeAPlaneta Entertainment deal to bring one of its most popular IPs: The Smurfs to its family hygiene collection.
This agreement will lead to the distribution of limited edition perfume and hygiene products for children across Central and Eastern Europe, bringing these classic funny characters to another new generation and extending their over fifty-year history. The Smurf collection will feature a range of soaps, bath salts, deodorants, lotions and much more, available from a range of physical points of sale (including Auchan, Carrefour, Real, Makro, Tesco, Drogerie Natura, Hebe and Biedronka,) and e-commerce platforms as of this November.
This historic brand is based on the characters and the universe created by Belgian cartoonist Peyo in 1958, and now more present than ever thanks to new films and series: from hits combining live action and animation such as The Smurfs (2011) or The Smurfs 2 (2013), CGI features like Smurfs: The Lost Village (2017) and the latest The Smurfs CGI series for 5-12 year olds (2021+) broadcast on Nickelodeon. The popularity and relevance of this fresh historic brand led leading youth fashion group Inditex to devote several retail collections to the brand.