The Brand: The Smurfs

Monday, June 25 saw the opening of the world’s first Smurf Store, in the Horta Gallery in Brussels’ Central station. Half an hour later, an even more momentous event took place in the courtyard: the unveiling of a 3.8m statue of a Smurf sitting on a mushroom, in the presence of Smurfs creator Peyo’s widow and daughter, Nine and Véronique Culliford.
 
While the statue is a testament to the enduring charisma of the Smurfs (they were created in 1958) and to the passion triggered by comics in the Belgian psyche, the shop – in which you can buy anything from watches to chess boards, from T-shirts to Val Saint-Lambert figurines – reminds us that behind the laughs lies a powerful brand instantly recognised worldwide, whose every aspect is monitored by a company called IMPS based in Genval, just outside Brussels. The Bulletin met IMPS president Véronique Culliford and CEO William Auriol in the cosy surroundings of the Museum of Original Figurines (Moof), which has collaborated with IMPS since its opening in September 2011.
 
 
 
How important is it for you to represent a Belgian brand on the world stage?
 
William Auriol: It’s not just important – it is a huge responsibility. This may sound pretentious, but it is a fact that the Smurfs are the best-known Belgian brand in the world. The animated series has been broadcast in over 120 countries for over 30 years, resulting in the Smurfs being immediately familiar to over a billion people. We are aware of this responsibility, this ‘weight on our shoulders’, but we are also very proud of it, such as when a Smurf was the mascot of the Belgian pavilion at Expo 2010 in Shanghai. Similarly, we are incredibly proud of this statue and this store. 
 

 
Belgo-French comics are genuinely revered in French-speaking Europe, while the rest of the world doesn’t quite comprehend how adults can feel so passionate about children’s books. A hindrance, possibly?
 
WA: The three branches of our activities are print, multimedia and merchandising. All three are present on all five continents. And print does not just mean comics either – we publish over 40 types of books. But it is true that, by and large, the traditional A4-size hardback comic books are almost exclusively aimed at French-speaking countries. But we mustn’t kid ourselves: the worldwide notoriety of the Smurfs came via the animated TV series.
 
Véronique Culliford: We approach the format according to the country we publish in, to adapt to the local market and the local reading habits – for example, in the US they love square-shaped softbacks, whereas in the UK it will be free pull-out supplements. It is essential to adapt to the demands of each individual country. Each culture has its own specificities, and it is a credit to the Smurfs that they can translate to all of them. I believe it is always best to adapt to the local culture than to try and force your point of view. 
WA: Exactly – think global, act local.
 
You both give the impression of being pretty relaxed; more easygoing than certain guardians of other Belgian comic icons...
 
WA: We may appear ‘cool’, even though some of our partners might not quite agree [laughs], but we simply keep an open mind at all times, and we listen to the requests from each market, making sure that we uphold the positive values of the Smurfs at all times. These values are a real pillar of our activities, and must be upheld at all times. But even so, upholding and promoting these values is all very well; we want to act them out, with our collaborators as well as among ourselves.
 
VC: It is one of our daily battles. It’s a non-negotiable basis for any collaboration with us. My father was adamant that the values of kindness and goodness were the driving force behind the success of the Smurfs. These values are the reason for our longevity, and they will help us keep going!
 
 
For Véronique Culliford, the opening of the Smurf Store and the unveiling of the statue are a consecration of her late father’s work. For the Smurfs as a brand, meanwhile, the future is bright, the future is... blue.