Wang Yi, co-CEO of Sino-Euro Raising International Business Consulting (Beijing) Inc, strategic partner of the Smurfs brand in China. Zhang Tao / China Daily

Belgium’s blue creatures to tap 1980s nostalgia

The beloved blue Belgian creatures, the Smurfs, are returning to China in a big way as part of an effort to tap into the nostalgia of people who grew up during the 1980s.

The creatures - with their white caps and white trousers - will reappear on Chinese television screens later this year after an absence of more than two decades.

Wang Yi, co-CEO of Sino-Euro Raising International Business Consulting (Beijing) Inc, strategic partner of the brand in China, says that a re-mastered version of the Smurfs' 272-episode animated series will be broadcast later this year.

"Hopefully the series will be shown on TV before the 3D movie," says Wang, referring to the Hollywood movie on the Smurfs to be released in August in China. The movie, produced by Columbia Pictures and Sony Pictures Animation, stars Neil Patrick Harris, Jayma Mays, Hank Azaria and Sofia Vergara.

Wang says the company is also targeting the Internet where children will be able to download Smurfs episodes and games. As well, it is looking at other outlets such as a theme park, toys, games and childhood development centers.

Inspiration for the comeback came largely at last year's Shanghai Expo where the Smurfs were mascots for the Belgian pavilion, but without any Smurfs merchandise available when the Expo opened in May.

Yet, many visitors kept asking for Smurfs soft toys and other products, leading to Wang's organization - which was in charge of the mascot - to start discussing the possibility of producing Smurfs-themed products with the Smurfs-brand owner International Merchandising, Promotion & Services (IMPS) in Brussels.

At the end of August, a variety of Smurfs products, including soft toys, cups, T-shirts and mobile phone accessories went on sale at the Belgian pavilion. By the time the Expo closed at the end of October, 30,000 soft toys, 10,000 mobile phone accessories and 10,000 T-shirts were sold.

And this is despite the fact prices for the Smurfs products were not low. For example, the smallest Smurfs soft toy cost 128 yuan (13.8 euros); a soft toy for a Chinese cartoon character, such as Pleasant Goat, is about 50 yuan.

Wang says Smurfs' comeback is initially targeted at those who grew up in the 1980s.

"Those who grew up during the 1980s are becoming parents right now," Wang says. "They might also influence their children in choosing cartoon toys and TV series. These young parents and their children can share their interest in playing with the Smurfs."

The Smurfs were created in 1958 by Belgian cartoonist Pierre Culliford, known as Peyo. They made their debut on Chinese TV in 1986 and became very popular with children, as they did worldwide.

Jiang Tingting, 30, who has a 5-year-old son, says she remembers the Smurfs and can even sing the cartoon's theme song. "I love the Smurfs. If the Smurfs cartoon is coming back to China, I will definitely recommend it to my son. I will also take my son to see the 3D film," she says.

"My husband and I pick cartoons for him as long as the stories are educational and entertaining, and the characters are positive toward life and friendly to others. We used to let him watch Tom and Jerry, but when I found it has some violent elements, I stopped him from seeing it."

Her son's favorite cartoon characters are the China-produced Pleasant Goat and Big Big Wolf and Chicken Stew, created by animation teams based in Guangdong province in South China.

"Locally made cartoons are everywhere on Chinese television channels, due to the government supportive policy to China-made cartoons," she says.

The policy, implemented from September 2006, said that all television channels across China were to telecast only made-in-China animation features from 5 pm to 8 pm, considered prime time.

Zhang Fan, deputy director of the marketing department of China Central Television (CCTV) Animation Co Ltd, a China-made animation production and marketing team to CCTV, says although the Chinese government adopted the TV broadcasting policies to support the domestic animation industry, foreign animations such as the Smurfs can make full use of the internet for marketing and branding.

"The Smurfs had a solid influence in China," Zhang says. "As long as the licensees can set up a proper strategy on marketing and branding, it will surely win a large market share.

"In China, children still need more cartoon characters."