×

Holy Smurf! Sony Locks Down $150 million in Promo Support for ‘The Smurfs 2’

Marketing coin from double the number of partners triples what companies spent around the first toon in 2011

There’s nothing small about the promotional partnerships Columbia Pictures has lined up around “The Smurfs 2.”

The studio has brokered deals with more than 100 partners to help hype the Sony Pictures Animation sequel, out July 31, with the companies said to be spending more than $150 million in marketing support around the film around the world. The figure is said to be triple what partners spent around the first film in 2011. The number of deals are double what it had for the first film, as well.

That’s not unusual, given that marketers often hold off on backing a film until they know it will be successful at the box office — even in the case of the Smurfs, who are well-know around the world. The first “Smurfs” earned $563 million. A third film already is planned for 2015, which will help the studio lock down additional licensing deals with toymakers and other partners given the long lead time.

SEE ALSO: Success of ‘Star Trek’ Reboot Helps Sequel Blast Off With Promo Partners

Up for “The Smurfs 2” are McDonald’s, and retail partners Walmart, Macy’s, Ashley Furniture and Toys R Us, the latter of which will build an in-store Smurf-themed shop at its outlets. Jakks Pacific and Build-A-Bear Workshop are toy partners on the film, while Ubisoft has licensed the rights to Smurfs videogames.

Gourmet Trading Company returns as a promotional partner, with the Smurfs featured on millions of packages of blueberries nationwide in supermarkets. A Discover the Forest public service announcement will also launch, developed by the U.S. Forest Service and the Ad Council, to encourage kids and families to reconnect with nature.

Many of the key promotional partners from the first film are returning to join in the “Smurfs 2” campaign, designed to target families while also promoting the ability to live the “Smurfs” brand, the studio said.

Primary overseas partners include Starwood Hotels, Capri Sun, Haribo candy, Chupa Chips, Ferrero chocolate, Albert, Tesco, Konzum, Cora/Match and Total petrol that will promote the film in Europe, Asia, the Middle East, Africa and the Caribbean with TV, radio, online, in-store and hotel exposure.

Sony’s sister divisions are also naturally getting in on the act, with Sony Recording Media, Sony Electronics and Sony Mobile will also team up to bring the Smurfs to life in Sony stores around the world.

Sony is also looking to a little higher end with its “Smurfs” efforts, as well, inking licensing deals with apparel and accessory makers Junk Food, Thursday Friday, and Glam House.

“The success we had with the first film went way beyond even our wildest expectations – merchandise flew off the shelves, and in some cases, completely sold out,” said George Leon, executive VP, consumer marketing for Sony Pictures Entertainment. “Because we had such a great experience on the first film, we were able to re-assemble the anchor promotional partners from the last campaign and build on them with an expansive new program, and this time, retailers are taking a bigger position on Smurfs product to meet increased consumer demand.”

In the film, directed by Raja Gosnell, the evil wizard Gargamel creates mischievous Smurf-like creatures called the Naughties that he hopes will let him harness the all-powerful, magical Smurf-essence. Gargamel kidnaps Smurfette when he discovers that only a real Smurf can give him what he wants, and only a secret spell that Smurfette knows can turn the Naughties into real Smurfs.

More Biz

  • The dark Manhatten skyline, seen from

    StubHub Refunds $500,000 to Customers Shut Out by New York Blackout

    Saturday’s blackout in New York had an outsized effect on the city’s nightlife, with Madison Square Garden and the entire Broadway district seeing multiple shows cancelled due to the the power outage. As a result, StubHub has refunded more than $500,000 worth of tickets for cancelled events. According to a statement from the company, the StubHub [...]

  • Weapons Cache

    D.A. Files 64 Charges in Bel-Air Weapons Stockpile Case

    The L.A. County District Attorney’s office has filed 64 counts against Girard Saenz, the man who allegedly kept a stockpile of more than 1,000 weapons at a Bel-Air home linked to the Getty family. Saenz is accused of illegal possession of assault weapons, transferring handguns without a dealer license, possession of short-barreled shotguns, and possession [...]

  • 9-1-1: Angela Bassett in the series

    Fox Sees Primetime, Sports Ad Gains As TV Upfront Wraps

    Fox Corporation is the latest to benefit from stronger-than-expected trends in TV ad spending, as the company notched strong gains in advertising commitments for its next cycle of programming – its first since selling off a large chunk of its media assets to Walt Disney. Ad demand was stronger than many executives anticipated, according to [...]

  • BMI Promotes David Levin to Senior

    BMI Promotes David Levin to Senior VP of Licensing

    BMI today announced that David Levin has been promoted to Senior Vice President of Licensing, effective immediately. In his newly expanded role, Levin is responsible for all of BMI’s domestic licensing and revenue generation, encompassing radio, television, digital media, cable, satellite and general licensing.  Levin, who will oversee teams in New York and Nashville, reports [...]

  • Warner Music Group Logo

    Warner Music Acquires Musical Theater Indie First Night Records

    Warner Music Group has acquired First Night Record, an independent record label for West End and Broadway musical theatre cast recordings. The company will be overseen by WMG’s Arts Music Division, led by President Kevin Gore. First Night co-founder John Craig will join the Arts Music team under a multi-year consulting agreement to identify and record musical theatre productions in [...]

  • Woodstock 50 to Hold Open House

    Woodstock 50 to Hold Open House for Local Residents Before Permit Review Tuesday

    If nothing else, the producers of Woodstock 50 are persistent. After two permit applications to hold the troubled festival at the Vernon Downs racetrack in Upstate New York were rejected by the town of Vernon codes office, the producers and venue owner Jeffrey Gural today invited the local community “to embrace the Festival’s spirit of [...]

  • ILM Star Wars The Force Awakens

    ILM to Open Latest Effects Facility in Sydney, Australia

    Sydney, Australia, is to be home to Industrial Light & Magic’s fifth production hub. The Disney-owned special effects company currently has facilities in San Francisco, Vancouver, London and Singapore. The decision to open the Sydney outpost was announced Monday local time by executive creative director and head of ILM Rob Bredow, ILM executive Luke Hetherington, [...]

More From Our Brands

Access exclusive content