The Smurfs turn the metaverse blue with the release of branded virtual goods in collaboration with Bare Tree Media and ZEPETO

Brussels – June 24, 2022 — I.M.P.S. / Lafig Belgium have collaborated with Bare Tree Media to design and place The Smurfs branded virtual goods within ZEPETO, Asia’s largest metaverse platform with over 300 million registered users around the globe. The initial launch includes The Smurfs summer collection of custom designed 2D and 3D branded apparel and accessories, available exclusively to the global audience within ZEPETO.

This is the first metaverse collaboration between ZEPETO and Bare Tree Media. I.M.P.S. and Bare Tree Media have worked on past digital collaborations to introduce The Smurfs as branded mobile messaging applications, a Giphy channel, a Snapchat AR experience, Samsung themes and smartwatch faces. The current ZEPETO launch of The Smurfs branded virtual goods goes live June 24th available globally.

“This is such a smurftastic opportunity to launch a popular branded IP, such as The Smurfs, into the metaverse with a leading metaverse partner such as ZEPETO,” said Robert Ferrari, President at Bare Tree Media. “We are thrilled to offer ZEPETO’s global audience of 300 million users an opportunity to customize their avatars and metaverse experience with The Smurfs branded digital goods collection.”

“The Smurfs fans have been surprised lately with some unexpected young adult fashion collaborations. How exciting to now be able to connect with this audience within the metaverse.” said Philippe Glorieux, Head of Marketing & Family Entertainment at I.M.P.S. “We are so thrilled to collaborate on this project with the amazing Bare Tree Media team and come out of the blue once again, bringing some new Smurf fun within ZEPETO!”

“We are excited for our users to finally access and interact with The Smurfs collection this summer. This collaboration marks the first time our Indonesian creator has worked on a branded collection launching within ZEPETO.” Said Ricky Kang, Head of Business at Naver Z. “We look forward to expanding creator collaborations in the future across various branded IP collections.”

About Bare Tree Media
Bare Tree Media is a digital creative agency and mobile publisher focused on helping brands reach and engage fans within innovative branded experiences such as avatar apparel and accessories within metaverse, AR experiences for Instagram, Snapchat and TikTok, Twitter emoji campaigns, expressive GIFs, and popular mobile messaging apps. Learn more at

About Peyo, LAFIG Belgium/I.M.P.S. (International Merchandising Promotions & Services)

I.M.P.S., together with LAFIG Belgium, are the official licensors of the little blue-skinned characters ‘The Smurfs.’ Over the years, IMPS has worked in close collaboration with its agents worldwide to develop successful licensed merchandising, retail and co-branded promotions, publishing activities, broadcasting deals, theme parks, live shows and family entertainment centers that have secured the everlasting success of the Smurfs.  IMPS is run by Véronique Culliford, the daughter of Pierre Culliford, the creator of the Smurfs, who is better known under his pseudonym Peyo. Véronique has run I.M.P.S. since 1984 and controls with LAFIG Belgium the rights to the Smurfs characters and the Smurfs licensing worldwide.


ZEPETO is a metaverse providing the next generation with freedom of identity in the virtual space. With over 300 million lifetime users, ZEPETO is the fastest growing avatar platform in Asia. It is most popular among Generation Z, who express themselves while meeting, collaborating, and creating with others.