Rights holder I.M.P.S. takes action against abuse of the Smurfs on social media

On social networks such as TikTok, X / Twitter, Facebook and Instagram, the iconic and popular Smurfs have recently been increasingly used in a way that not only violates the copyright of the characters and the brand, but also their core values. These images, some of which are AI-generated, were created without the permission or involvement of the copyright holders, the heirs of the Smurfs' creator, Pierre Culliford, aka Peyo.

Consistent action against brand misuse 

We take this brand misuse very seriously. In particular, we clearly distance ourselves from the content of these postings and their right-wing populist context. The Smurfs are a symbol of childhood and innocence. They stand for values such as tolerance, respect and friendship and must not be misused in any way for purposes that are contrary to their values and history.

Punishment of copyright infringement

As the rights holder, I.M.P.S. will take legal action against the resulting trademark and copyright infringements by any means deemed necessary. It is vital to protect the integrity of the brand and its characters to ensure that they can continue to be appreciated by generations of fans, especially for their underlying values.

The credo of the Smurfs

"Smurfs love diversity! Above all, they value respect, friendship, tolerance and optimism. The message they convey transcends age, gender and culture. Smurfs have nothing to do with politics or religion and will resist any use of their image that goes against their spirit.“

Source: Press Release https://www.smurf.com/