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11.06.2024 - 16:47 / deadline.com
The Smurfs global license holder IMPS has announced it is rebranding as Peyo Company after the pen name of Belgian comic book artist Peyo, who created the iconic little blue creatures in the late 1950s.
The company also revealed it is embarking on a new strategy to expand The Smurfs franchise and revive other original creations from Peyo’s ‘Johan & Peewit’ and ‘Benny Breakiron’ comic books.
Set against the backdrop of Medieval Europe, the Johan & Peewit comic strip series was first published in 1946, and eventually generated 13 separate albums.
Peyo first introduced the Smurfs in a Johan & Peewit story called The Smurfs & the Magic Flute in 1958. Readers loved the characters so much that Peyo decided to create a spin-off dedicated to their adventures.
Benny Breakiron (Benoît Brisefer) was launched in 1960, about revolves around an outwardly normal little boy with secret superhuman strength.
IMPS announced its name change and expansion plans at the Annecy International Animation Film Festival’s MIFA market on Tuesday.
The company was founded in 1984 by Peyo’s daughter Véronique Culliford, to promote and preserve her father’s work and legacy. Under her watch, The Smurfs has become one of the highest-grossing media franchises of all time.
“It’s been an honor to be able to build such a success out of the blue characters my father created,” said Culliford.
“And now I hope we will do the same for some of his other creations, ‘Johan & Peewit’ and ‘Benny Breakiron’. To underline our engagement to expand his legacy beyond the Smurfs, we are renaming IMPS as The Peyo Company,” she continued.
“It’s a well-deserved tribute to my father, and features his signature, with which he signed thousands of drawings, as our new logo.
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