Schleich - Smurfs Make a Comeback

Smurfs are, with the help of the internet, making a comeback. Having loved and cherished Smurfs from childhood, many have discovered that their long-neglected toys are still being made by Schleich, Germany’s premier toymaker1, and that they are worth money to contemporary collectors. Schleich has been continuously designing and updating not only individual Smurf characters but also Smurf cottages, houses and accessories enabling millions of children and adults to indulge in all things Smurfy.





First introduced by Belgian cartoonist Peyo for the Belgian magazine Spiou in 1958, Smurfs were initially minor characters in the cartoon Johan et Pirlouit in the story "The Flute with Six Holes". The cartoon launched them into the spotlight and, having earned an enthusiastic following, were featured in a comic strip of their own later that same year. Originally named "Schtroumpfs", or "salt", in French their name was subsequently translated as "Schlümpfe" in German and "Smurf" in Dutch.2





In 1965 Schleich was contacted by British Petroleum (BP) who thought that the lovable characters would be effective promotional gifts. The promotion proved to be so popular the German toy-maker bought the rights to produce their own line of Smurfs. The demand was so great, Schleich has produced millions of the small figures and the rest has become history.





In recognition of how far Smurfs have brought them, Schleich is celebrating their 50 years of Smurfy production by re-introducing 25 of the most iconic designs. There are 5 new sets containing 5 unique Smurfs each:





The 1960 – 1969 set includes the classic Papa, Standard, Conspiracy, Drummer, and the Glum Smurfs.





The 1970 – 1979 set has a career theme with Painter, Postman, Doctor, Ballerina and Chef Smurfs.





The 1980’s farm theme includes Farmer, Cornucopia, Gardener, Apple, and Miller Smurfs.





The 1990’s sporting theme features an Aerobics Smurfette, and Climber, Swimmer, Sprinter, Golfer Smurfs.





Last but not least, the 2000 – 2009 set is all about soccer with a Goal Keeper, Benchwarmer, Referee, Manager Smurfs, and a Fan Smurfette.





Schleich has also designed a 6-piece set for "The Smurfs in 3-D" movie slated for release in the summer of 2011.








Additionally, Schleich released an astrology-themed Smurf series in 2010. These are our familiar friends cleverly dressed in a "costume" that symbolizes each sign’s attributes. For example, the Libra Smurf is the classic Papa Smurf holding a scale in each hand and the Pisces Smurf is wearing a "fish suit and hat".





Everyone, young and old, will still appreciate and love this cultural phenomenon. Smurf collectors have formed hundreds of on-line communities and forums dedicated to all things Smurf. It’s still good to be blue!





A large selection of Schleich toy figurines, Smurfs, and accessories can be found at many online stores including The Schleich Toy Store.








References:


1. "Anywhere’s a Playground", 75 Years of Schleich


2. Wikepedia entry for "Smurfs"