Maestro Media continued its progression into high-profile global IPs through a collaboration with Peyo, the original rights holder of The Smurfs, to launch The Smurfs: Hidden Village. This partnership built upon the success of Hello Kitty: Day at the Park and demonstrated Maestro Media’s growing capability to handle legacy brands with precision and creativity. The project breathed new life into one of the most beloved properties in pop culture, transforming the charm and nostalgia of The Smurfs into a modern tabletop experience.
The Smurfs: Hidden Village was distributed directly through retail channels, debuting with a single core edition and one expansion. A key milestone for the release was its placement in Barnes & Noble, which immediately elevated its visibility among family audiences and collectors. Working with Peyo was an exceptionally smooth and collaborative process—the approvals were quick, the communication transparent, and the creative synergy strong. Together, both brands found a way to merge their distinct aesthetics seamlessly, resulting in a game that felt both authentically “Smurfs” and distinctly Maestro.
The board game received critical acclaim, including official approval from The Dice Tower, one of the most respected review platforms in the tabletop world. It was also nominated for Most Innovative Board Game of the Year at the 2024 TAGIE Awards, a remarkable recognition that validated its creative design and broad appeal. While it did not win, the nomination itself positioned Maestro Media among leading innovators in the industry.
We worked closely with the Kadema Group, a French studio that designed the game, to showcase their creative process through developer diaries and behind-the-scenes interviews. Their passion and artistry were central to the marketing story, helping fans understand how the whimsical world of The Smurfs translated into board game mechanics. The game’s debut at Gen Con was a major success, highlighted by Javon Frazier’s panel appearance at Comic-Con, where he spoke about transforming beloved IPs into tabletop experiences. Hidden Village was later showcased at Essen Spiel 2024, where attendees responded enthusiastically to the gameplay and world-building.
Our marketing approach utilized influencer outreach, organic buzz, and earned media to elevate awareness and bolster interest. Feedback from playtesting events and conventions became the foundation of our communications strategy, driving excitement and word-of-mouth momentum ahead of retail launch.
Building on the success of Hidden Village, Maestro Media expanded its work with Peyo to create The Smurfs Roleplay Game, designed by Kevin Borrup. This project marked the company’s first-ever venture into the roleplaying genre—a departure from traditional board games and an exciting opportunity to explore a more narrative-driven experience. For this launch, we returned to Kickstarter, leveraging the platform’s ability to bring together niche and passionate gaming communities. The campaign introduced stretch goals and unlockable content to engage players and educate them about the roleplaying format.
Promotion for The Smurfs Roleplay Game centered on community activation and influencer-led storytelling. We partnered with Gen Con Live to host a streamed play session featuring an all-star lineup of influencers and entertainers, including Grant Lyon, Jason Azevedo from RealmSmith, Clint McElroy (known affectionately as “Papa Smurf”), and Christian Navarro, the actor from 13 Reasons Why and a well-known advocate for the tabletop industry. Their participation helped the campaign reach broad audiences across both gaming and pop culture communities, adding credibility and excitement to the launch.
The combination of Borrup’s creative vision, Peyo’s cooperation, and our marketing expertise made both Smurfs projects standout successes. The Smurfs: Hidden Village brought the beloved franchise to families and collectors through an accessible, beautifully designed board game, while The Smurfs Roleplay Game introduced a fresh, imaginative way to explore the Smurfs universe through storytelling and community participation.
Together, these two titles demonstrated Maestro Media’s growing range—from classic family entertainment to immersive, fan-driven experiences—and reinforced the company’s ability to work seamlessly with iconic global brands. Reviving The Smurfs for a new generation required both reverence for the past and innovation for the future, and Maestro achieved that balance with creativity, professionalism, and heart.
