Jakks Pacific turned the Odeon cinema in Covent Garden a shade of blue to mark the launch of its The Smurfs 2 toy ranges.
A special event saw 100 invited bloggers and their families treated to an exclusive screening of Sony Pictures Animation's The Smurfs 2 whilst special VIPs took part in followed by a Smurfs treasure hunt.
Attendees also had the chance to meet Papa Smurf and Smurfette and take part in interactive dancing and games.
The event also showed off Jakks Pacific's range of Smurf toys, including the collectable Grab 'Em Single Packs of 2.75" Smurf figures and the Mushroom House play sets. Both play set come with accessories and an individual Smurf character.
The was also the Smurfette 7.5" Fashion Doll complete with a range of outfits, stylable hair and 'Smurfberry' scent.