Schleich will launch a new collection of its Smurf figurines to celebrate the brand's popularity and the release of the latest Smurf Movie.
The new film will hit cinemas this summer, and in the run-up Schleich will be working with Sony to develop the new movie collection and partake in all its key promotions.
The celebration range and the movie collection will include a host of all new characters.
UK marketing manager Laura Bull said: "The consumer sees Scheich Smurfs as being the original and best collectable for the property, and in celebration of this fact we have introduced new figures before the film release.
"For the film we have a special Movie collection that includes all the new characters. We will be working with the licensor and Sony to ensure we are part of all the promotions during the key time periods.
"We have our own marketing drive with sampling to all sectors of the press, pus activities in the kids press, too."
In the wake of the success of The Smurfs licence, Schleich is discussing the possibilities of further licences.
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