The Smurf Experience is set to make an appearance in the United States in 2025, introducing a 13,000-square-foot attraction for families across the country.
This micro theme park immerses visitors in the enchanting realm of the Smurfs. Attendees will have the sensation of being “shrunk down” to Smurf size as they navigate through the Smurf universe. Guided by their mission to thwart the nefarious plans of the villain Gargamel, guests will partake in a variety of interactive, play-based activities that blend physical and digital elements. These activities will include obstacle courses, scavenger hunts, puzzles, crafts, virtual reality adventures, and opportunities to meet Smurf characters.
Having attracted over two million visitors in Europe, including locations in Belgium, Germany, France, and Central Europe, The Smurf Experience was developed by the Belgium-based agency Cecoforma in partnership with the Smurf’s parent company, Peyo Company. SBX Group, a prominent player in the entertainment attractions sector, is collaborating with Cecoforma and Peyo Company to tailor the experience for North American audiences.
In early 2025, SBX will launch a multi-city tour across the United States and Canada, with details regarding host cities, dates, and ticket availability to be announced in the future.
“Following the tremendous success of The Smurf Experience in Europe, where it brought sell-out crowds, we’re thrilled to bring this iconic attraction to the U.S. The Smurfs have a rich legacy as a beloved and globally recognized brand, with over six decades of history that continues to capture imaginations across the world”
Said SBX President and Chairman, David Dube
SBX Group’s CEO, Danny Fritz, added:
“This launch is particularly exciting as it coincides with Paramount’s upcoming film, featuring Rihanna as Smurfette. We’re honored to collaborate with the talented teams at Peyo Company and Cecoforma to deliver a unique, immersive experience to families.”
Paramount is set to release its highly anticipated animated Smurfs film in July 2025, featuring Rihanna as a producer and the voice of Smurfette. The global superstar will also write and perform the film’s soundtrack.
“Across Europe, millions have delighted in the experience we have created. Now, we are thrilled to partner with SBX Group to bring this attraction to a new audience in the USA and allow them to interact with the Smurfs in an entirely new way as never before”
Said Cecoforma CEO, Stéphan Uhoda
“We’re extremely proud to “smurf” with SBX on this great experience, which will enable them to demonstrate all their expertise and inspire young and old alike with a highly rewarding immersive visit!”
Said Véronique Culliford, Founder & President of Peyo Company and daughter of Peyo
SBX has formed a partnership with Leap Event Technology, which will serve as the Official Ticketing Provider for The Smurf Experience in North America. Leap offers a comprehensive range of technology, marketing, and data solutions tailored for some of the largest sports and entertainment brands globally.
Leap’s President, Michael Marty, shared:
“It is our privilege to partner once again with SBX on another of their amazing immersive experiences with an iconic, family-friendly brand like the Smurfs.”
Media Contact
McKenzie Clarke, Vice President
SBX Group
E: mclarke@wearesbx.com
ABOUT SBX GROUP
SBX Group is a leading global entertainment agency with two distinct divisions: talent and attractions. The talent division represents the business interests of renowned athletes and high-profile media personalities. SBX cultivates strategic partnerships, joint ventures, owned brand IPs, and charitable initiatives, maximizing their clients’ commercial success and personal brand impact. The attractions division specializes in creating, owning, and operating captivating live entertainment experiences. This includes innovative touring productions and permanent installations in major entertainment hubs. For more information, visit www.wearesbx.com.
ABOUT CECOFORMA
cecoforma SA is a leading events and communications company headquartered in Belgium. From its bases in Brussels and Liege it organises annually over 1000 events, conferences and exhibitions with integrated communication and marketing campaigns all over the world. cecoforma operates two business units: one focusing on providing services to institutional and public sector clients, and one conceiving, designing and manufacturing immersive cultural experiences to the wider public. Acquired in 1992 by its owner, Stephan Uhoda, cecoforma has enjoyed continual growth and now boasts a team of 120+ professionals working hard behind the scenes to creating engagement activities that matter to our clients’ audiences. For more information, visit www.cecoforma.com.
ABOUT THE SMURFS™/ PEYO COMPANY
Blue and cute, standing only three apples high, the Smurfs value team spirit, loyalty, optimism, fun and respect for nature. They might be hard to tell apart at first, however, each Smurf has his or her own particularity. They live in a village full of mushroom-shaped houses, hidden in the heart of a magic forest where few people venture to go. Born in a comic book in 1958, Peyo’s little blue characters have been spreading happiness and entertaining kids and families for generations. The Smurfs animated series (2021) is airing worldwide on Nickelodeon and is available on Netflix. A new Smurfs movie produced and distributed by Paramount Pictures/Nickelodeon Animation and starring Rihanna as Smurfette has been recently announced with a summer 2025 worldwide theatrical release.