SINGAPORE – American Tourister has announced a strategic partnership with Singapore-based independent advertising agency Blak Labs to launch the “Made for True Blue Friends” campaign, introducing a new Smurfs Movie and Kid’s Collection in anticipation of the upcoming Smurf Movie, scheduled for global release on July 18, 2025.
The live-action animated musical fantasy film follows the courageous Smurfette as she leads a brave mission to the human world to rescue Papa Smurf from the clutches of the mischievous wizards Razamel and Gargamel, discovering the power of friendship and destiny along the way.
Alicia Lee, Business Manager, Asia for American Tourister at Samsonite APAC & Middle East, expressed her enthusiasm: “We are delighted to introduce the Smurfs collection, designed to bring the magic of these beloved characters to our customers’ travels and everyday adventures. Whether it’s a family vacation or heading to school, we believe this collection will spark joy and make every journey more special for fans of all ages.”
Hwee Peng Koh, Creative Partner of Blak Labs, explained the inspiration behind the campaign: “‘Made for True Blue Friends’ perfectly captures the essence of the Smurfs – friendship and unwavering loyalty. This collection mirrors the spirit of these iconic characters and their upcoming movie, adding a touch of fun and nostalgia to the journeys of young travellers and students alike. The bright and engaging designs feature the beloved Smurfs that kids know and love.”
The collection encompasses both travel-specific items and lifestyle products including suitcases, travel pillows, backpacks and other bags.
The American Tourister Smurfs Movie and Kid’s Collection will be available through multiple channels beginning June 30, 2025, including Samsonite retail stores, authorized outlets, and e-commerce platforms.
