How Rihanna Turned Her Childhood Smurfs Fandom Into A Cross-Generational Marketing Phenomenon
In case you couldn't tell, Rihanna is a longstanding Smurfs aficionado. An '80s baby, her affinity for the franchise stems from her childhood—it was the 'Umbrella' singer's favorite show. This organic rapport was the perfect anecdote for the entire marketing expression for The Smurfs Movie. Not only did the multi-facet just voice the character of Smurfette, she also co-produced the movie and lent her vocal talents to a song on the movie soundtrack 'Friend of Mine,' her first song in three years since 2022's 'Lift Me Up.'
The very first social media post teasing the movie highlighted the blonde-haired Smurfette, immediately spotlighting Rihanna's involvement. The first Instagram post insinuating at the coming of the movie trailer was posted in February, where followers can see a small analog television propped in the middle of Smurf Village, which turns into Smurfette blowing a kiss. From that point on, every single advertising showcase led with the message: Rihanna is Smurfette.
The business savvy nature of Rihanna took front center as a couple of branches of the Fenty empire hosted limited edition Smurf-inspired releases. Just two months before the movie release, Fenty Beauty launched The Smurfette Collection—a line of Smurf makeup products including a Smurfette Effect Gloss Bomb Universal Lip Luminizer turned Keychain, Smurfette n' Reflect Handheld Beauty Mirror, Fairy Bomb Smurfette Daisy Flower Shimmer Puff, and Smurfette-Inspired Collection Tin, each adorned in collector-friendly packaging. The collection wasn't only marketed via Fenty Beauty, but also made its way to Fenty's retail partner Sephora and appeared at pop-up installations at Smurf events.
In February, Savage X Fenty dropped a Savage X Smurfs line fueled by graphic tees, hoodies, sweatpants, and, of course, a now sold-out bra and panty Smurf-infused set—ultimately triggering the utmost nostalgia for fans of the animated series. About one month before the premiere of Smurfs, Rihanna tapped into streetwear with Fenty x Puma, dropping a collector-friendly, Smurf-adorned sneaker that was available to all ages.
This is a prime example of combining cinema and lifestyle in a celebrity-driven campaign. Not only was a celebrity at the nucleus of the Smurfs movie marketing, but it also allowed for a multigenerational target audience: children were engaged through family-friendly activations, Gen Z through makeup tutorials, a new Rihanna song, and TikTok challenges, and Millennials through the utmost nostalgia by offering a variety of collector-friendly products.
This caliber of marketing considered Rihanna's personable nature, as her reverence for The Smurfs generated a sense of credibility and trust in the brand with prospective audiences. The Smurfs brand took advantage of cultural capital by not only tapping into music, which is expected for a movie given its soundtrack, featuring the likes of Cardi B, Tyla, Shenseea, James Corden, DJ Khaled, and more—but also fashion, beauty, and the digital world, making the brand appeal to audiences beyond movie buffs.
An undeniable facet of Rihanna's appeal is her fanbase, the Navy. This taps into the fandom economy, which is often one of the most reliable target audiences in a marketing campaign and also a core principle of modern marketing.
Objectively, this campaign wasn't solely fixated on Rihanna's celebrity status or creative branding. Rather, it amalgamated her personal story, the childhood fan nostalgia that accompanies it, and her genuine affinity for The Smurfs.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Forbes
40 minutes ago
- Forbes
Geena Davis On The Importance Of On-Screen Representation And Diversity: ‘If You See It, You Can Be It'
Two-time Academy Award winner Geena Davis created the Geena Davis Institute about 20 years ago. The Thelma and Louise and A League of Their Own legendary actress created this research institute when she really noticed the lack of female representation and diversity in kid's shows and movies, when she first had her daughter. On the institute's website, Davis calls for an urgent attention regarding 'race and ethnicity, LGBTQIA+, older characters, diverse body types and disability representation', not just in kid's shows, but in movies and TV shows as well. Davis knows that she can have a positive and lasting impact thanks to her institute, if the industry truly commits to the efforts needed to be made in order to 'fix media representation overnight.' The work of the institute includes 'rigorous research and strategic partnerships'' to empower media, studios and especially the industry leaders who really have the possibility to make both authenticity and representation, some of the highest priorities in Hollywood. I spoke with Davis over Zoom about her work at the institute, her latest research and the state of the entertainment industry. 'Every single person, and I spoke to dozens upon dozens of people, they all said, 'That's not true anymore, that's been fixed.' And they talked about how they had fixed it in their studios or production company, and the thing was, it was very striking, but they were very sincere about wanting to do right by girls. They said, 'We care about the hero passionately and we know we are doing right by them.' So that made me realize that it was total unconscious bias. Therefore, if I could collect the data, I could go back to them to show that it was not true and there was in fact, a great gender disparity. So that's what happened, that's what I did at the beginning, over 20 years ago now.' She added: 'It was amazing, their reaction was utter shock! They had no idea that this disparity existed. So it was truly unconscious bias and they thought that perhaps, if you have a lead female character, then you've covered women and all the rest can be male. So that started to change everything and we have made great progress.' Now, the institute has expanded the research beyond female representation and one of the latest surveys done in June 2025, focused on API representation in the industry, which was a follow-up to their 2021 study. In the June 2025 survey, the key findings do show some progress regarding API representation in media. For example, 'From 2010 to 2024, there was a statistically significant — though modest — increase in API characters across all types of character (leads, supporting, and minor roles).' API industry professionals who have responded to the survey also shared their own perception, which resulted in '38.9% API industry professionals feel industry-wide efforts to support API representation on screen over the past five years have gotten better, while most (52.4%) feel efforts have gotten both better and worse; 4.3% say it's gotten worse.' Or yet again, 'About 62% of API industry professionals said they feel their voice is valued, a sharp increase from 2021 when only 43.5% surveyed said that they felt their voice was valued at work,' as well as '72% of API industry professionals say they've experienced micro-aggressions at work. However, this is a decline from 2021, when 80.9% said they experienced micro-aggressions at work.' Some of the respondents cited characters from Netflix's Never Have I Ever, Disney's Moana, or A24's Everything Everywhere All At Once as an inspiration. There are still so many changes and improvements to be made in order to access equality and representation. While speaking with Davis, I shared with her a problem raised by One Day's star Ambika Mod in GQ last May. Mod talked about the difficulties of booking more roles as a woman of color after the show was released on Netflix, especially compared to her white, male co-star. She said 'I think we're going to have very different careers. If I compare myself to someone like Leo [Woodall], I'm always going to come up short, because there's a privilege there that I don't have access to.' She added: 'Being brown is not particularly easy in this industry. You don't get the same opportunities. You don't get the same ascension. I've been the lead of two very successful, critically-acclaimed TV shows and I still feel like I have to keep on proving myself. A lot of my white peers don't really have to tackle that.' On Mod's declaration, Davis said, 'We haven't studied the likelihood of underrepresented groups of society not being hired again, that's a fascinating subject actually! It's not something that we have studied but certainly, it does take place, because we know people of color have far fewer characters than the segment of the population.' She added: 'Our hope, our goal, is that on-screen would reflect the population as it is. The percentage of female is incredibly diverse in a multitude of ways, and we're short of those goals, but that's what we're working towards.' Another very important sector of society is also being studied by the institute, which is the representation of women in STEM (Science, technology, engineering, and mathematics) careers. 'There's a long way to go, but one of the fascinating things we found in that last study, was that when there were female characters working in STEM fields, they were often shown to have to give up quality life, of personal life, for their careers. And also, they were subjected to discrimination on-screen, like it's bad enough in real life, but they had to be discriminated again on-screen. So yes, a lot of ways to go in that area as well.' The institute soon found out that most women who responded to the survey quoted Dana Scully from X-Files as an inspiration, but the response also shows how very little women in STEM careers are depicted on-screen. Davis said, 'If it happens on-screen, it will happen in real life. That's an amazing study that we did about Scully, how one STEM character can have such an enormous impact. Something like 62% or 64% of women currently working in STEM named Dana Scully as the reason that inspired them. Imagine what would happen if we had lots of female characters in STEM, we'd make tremendous progress. But that's what happens, if you see it, you can be it, that's our motto.' To conclude our conversation, I asked Davis if there is a STEM role or a usually male-dominated movie genre, that she would like to try. She said, 'I love the roles of scientists, when I made The Fly, Jeff Goldblum was an incredible scientist, and I was his girlfriend. But I love that scientific knowledge so, maybe I'll be able to do that someday.'
Yahoo
an hour ago
- Yahoo
Golden Globe Foundation elects new officers and board members: Meet the leadership
The Golden Globe Foundation has announced the election of its officers and board members for the 2025-26 year. Adam Tanswell has been elected president of the Golden Globe Foundation, with Miriam Spritzer serving as treasurer and Tim Kittleson, an independent board member, assuming the role of secretary. Additionally, Raffi Boghosian and Ramzy Malouki have been appointed as members of the board of directors, while Bianca Goodloe joins the board as an independent member. The Golden Globe Foundation's Board of Directors also includes Vera Anderson, Mia Farrell (independent board member), and Meher Tatna. Except for independent board members, all directors are also active Golden Globe voters. More from Gold Derby Loni Anderson, two-time Emmy nominee for 'WKRP in Cincinnati,' dead at 79 'Fantastic Four' wins big with $40 million, while 'Bad Guys 2' steals second from 'Naked Gun' in box-office shake-up The Golden Globe Foundation, which was created in 2023 following the sale of the Golden Globes, supports a range of nonprofit organizations, including educational programs for filmmakers, film restoration projects, and financial aid, resources and services for journalists worldwide. Over the last three decades, the foundation has contributed $60 million to these charities. 'It's an honor to serve as President of the Golden Globe Foundation. I look forward to continuing its longtime history and tradition of providing financial support and resources to an array of charitable organizations making a difference in arts, culture, education, journalism, and free-speech protections,' said Tanswell. So who are the new board members and officers? Here's a closer look. Adam Tanswell is an award-winning journalist, producer, and media professional from London, England. Most recently, he served as the Hollywood correspondent for the UK movie magazine Total Film, and his articles have been published in an array of British publications, such as Radio Times, SFX, Metro, OK!, First News, and Digital Spy. His interviews have appeared on UK channels including MTV, Comedy Central, and ITV. Miriam Spritzer is an international correspondent for a multitude of Brazilian outlets. Her work has been published in magazines such as Harper's Bazaar, Cosmopolitan, L'Officiel, and Marie Claire, and she has contributed to major broadcast and radio outlets including Rede Globo, Jovem Pan, Bandand Record, as well as the digital platforms Steal The Look and Metrópoles. Tim Kittleson is a senior consultant with Third Sector Company and a volunteer consultant with Executive Service Corps. His primary focus is board governance, board development, fund development, and executive mentoring for nonprofit organizations. Kittleson's clients have included the Academy of Motion Picture Arts and Sciences (AMPAS), Film Independent, and International Documentary Association. He was interim President/CEO of Cancer Support Community Los Angeles, executive director of UCLA Film & Television Archive, and executive vice president of the International Film & Television Alliance (IFTA). Raffi Boghosian is a producer, journalist, and television host with more than a decade of experience in international media and entertainment. He is the founder and CEO of Boghos Entertainment, a full-service production company based in Hollywood. He is also the creator and host of Raffi Talks, a weekly cross-platform program that bridges traditional television and digital media. Boghosian has contributed to Forbes Middle East and Arab News. Bianca Goodloe is the managing partner of Goodloe Law, which she founded in 2003. She is a member of the California Bar Association, New York Bar Association, and a foreign registered advocate for the European Union. Having previously worked at top global law firms Weil, Gotshal & Manges, LLP and Linklaters (in Berlin, London and Prague), Goodloe maintains years of experience in film financing, entertainment law, and intellectual property. She is also an adjunct professor at New York University and University of California Los Angeles. Ramzy Malouki is an award-winning news reporter and producer based in Los Angeles. He currently serves as the news bureau chief for CNEWS, France's leading 24-hour news channel and part of the Canal+ Group. Over the years, he has reported on more than 2,500 stories across the U.S., covering breaking news, politics, sports, and entertainment. Malouki is also the host and producer of L.A. Confidentiel, a weekly infotainment program offering a unique perspective on Hollywood. In addition, Malouki acts as a consultant and field trainer for Tahiti Nui Television, the main public broadcaster in French Polynesia. Best of Gold Derby Everything to know about 'The Batman 2': Returning cast, script finalized Tom Cruise movies: 17 greatest films ranked worst to best 'It was wonderful to be on that ride': Christian Slater talks his beloved roles, from cult classics ('Heathers,' 'True Romance') to TV hits ('Mr. Robot,' 'Dexter: Original Sin') Click here to read the full article. Solve the daily Crossword
Yahoo
an hour ago
- Yahoo
Fans React as Legendary Director and Actor Duo Tackle a Beloved '60s Thriller: 'Say No More, You Got Me'
Fans React as Legendary Director and Actor Duo Tackle a Beloved '60s Thriller: 'Say No More, You Got Me' originally appeared on Parade. The internet is officially in a frenzy. The trailer for the new and thriller, Highest 2 Lowest, just dropped, and fan reactions are proving that the legendary duo's cinematic magic is as potent as ever. Set for a theatrical release on August 15 before hitting Apple TV+ on September 5, the film's first look has ignited a firestorm of excitement, with fans flooding social media to share their unfiltered thoughts. "Now this is a trailer!" one user declared on YouTube, capturing the collective sentiment. The praise poured in, with another fan commenting, 'I cannot WAIT for this. Another Denzel-helmed Spike Lee Joint is what I needed in my life.' The powerhouse cast, which includes Jeffrey Wright, Ilfenesh Hadera, and A$AP Rocky, also received a major shout-out. 'That cast, even Brother Mouzone? Say no more you got me,' a fan enthusiastically wrote, referencing Wright's iconic role in The Wire. The film is a modern reinterpretation of Akira Kurosawa's 1963 film, High and Low, a fact not lost on film buffs. The original Japanese thriller is a revered cult favorite, celebrated for its taut suspense and brilliant social commentary. For many cinephiles, remaking such a classic is treacherous territory, but the trailer seems to have quelled any fears. As one viewer thoughtfully put it, "I'm not crazy about getting another version of high and low, but if I had to get one this is exactly what I want. It looks insanely fun.' Another user helped bring others up to speed, noting, 'For those who don't know, this is an English-language reinterpretation of Akira Kurosawa's 1963 Japanese film High and Low and also loosely based on the 1959 novel King's Ransom by Evan Hunter.' The verdict from the fanbase is clear, with comments like "Looks good" and "Can't wait to watch this!!!" dominating the discussion. This explosive fan reaction is a testament to the enduring power of the Spike Lee and Denzel Washington partnership. Highest 2 Lowest marks their fifth collaboration, continuing a legacy of iconic films that have left an indelible mark on cinema. Their journey began in 1990 with the jazz drama Mo' Better Blues, followed by the biopic Malcolm X in 1992, which earned Washington an Oscar nomination. They reunited for the critically acclaimed basketball drama He Got Game in 1998 and the heist film Inside Man in 2006. Each project has showcased their unique synergy, blending Lee's visionary direction with Washington's commanding screen presence. After an 18-year hiatus, their return is being hailed as a major cinematic event, promising a film that is not only a gripping thriller but also another landmark entry in one of Hollywood's most celebrated collaborations. Fans React as Legendary Director and Actor Duo Tackle a Beloved '60s Thriller: 'Say No More, You Got Me' first appeared on Parade on Aug 4, 2025 This story was originally reported by Parade on Aug 4, 2025, where it first appeared. Solve the daily Crossword
