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Benelux TOTAL LICENSING
day morning broadcasts on NBC, they and The Netherlands. cast on national public (VRT & TROS)
are currently being shown by general The Smurfs are licensed in Benelux and commercial networks (VTM, RTL
broadcasters and cartoon channels across categories including publishing, (Wallonia) and Nickelodeon Benelux).
worldwide, covering more than 30 DVD and merchandising. Studio 100 Animation has, in the pipe-
countries. The Smurfs will also be coming to the line, new projects such as remakes
The Smurf TV series is broadcast in big screen, it was announced by Sony of Maja the Bee, Vicky the Viking and
The Netherlands on Z@ppelin and Pictures Animation and Columbia Heidi, in addition to productions such
on Ketnet in Belgium. Pictures. The Smurfs Movie has been as Super Mega Hyper Pets and Rescue
In an effort to reinforce the brand slated for 2010/2011 release, and 4U.
combines live-action with CGI The studio is the production company
animation. behind Samson & Gert, K3, Wizzy &
Woppy, Big & Betsy, Plop, Piet Piraat
Next year, Miffy will be 55 years (Pete the Pirate), Spring, Het Huis An-
old. Dick Bruna’s books have been ubis (The House of Anubis), Bumba,
translated over the years into Amika and Mega Mindy. In addition to
40 languages and 85 million cop- the merchandising, an in-house pub-
ies have sold worldwide, but the lishing company, its own record label,
bunny shows no sign of slowing films, theatre shows and television
down. programmes, Studio100 is also known
As well as the books, children for its theme parks: Plopsaland (De
worldwide watch the adventures Panne), Plopsa Indoor (Hasselt), and
of Miffy and friends on TV and PlopsaCoo (Wallonia).
DVD. More recently, Miffy has be- The company works closely with toy
gun to travel abroad and experi- specialist Fun and other retailers such
ence foreign customs, food, ani- as Dreamland, Carrefour, Colruyt and
mals and languages. various bookstores.
The Dutch Miffy website has re-
cently been relaunched, making it In Spring this year, Turner Enter-
more child-friendly. There are two tainment appointed Telescreen as
Miffy shops in Amsterdam and licensing agent to represent the wide-
awareness in Benelux, IMPS is devel- Maastricht, and ranging property portfolio of Cartoon
oping publicity/marketing stunts and Holland depart-
retail events which began in 2008. ment store V&D
February 2008 saw the biggest ever will be increas-
Smurf retail promotion in The Nether- ing the number
lands, with 29 million Smurf figurines of Miffy shop-in-
distributed in four weeks to Albert shops from the
Heijn stores. To celebrate the 50th an- current three
niversary of Smurfs last year, IMPS or- to thirty.
ganized an event in collaboration with
Unicef in 15 European cities including Studio 100,
Brussels, Liège and Scheveningen. provider of fam-
A promotion with Kellogg beganin Au- ily and children’s
gust 2009, where more than three mil- entertainment in
lion premiums were distributed with Benelux, has TV
Kellogg’s range of cereals in Belgium shows broad-
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