Cloud9 recently announced that it had agreed to a partnership deal with IMPS, which is the company that holds the license for the Smurfs franchise. As a result of this deal, Cloud9 will launch a new clothing apparel line inspired by the term “smurfing”.
This collection will include hoodies, t-shirts, jerseys, and other types of accessories. All items can be found on the Cloud9 internet store, including a special edition Cloud9 Smurf hat.
“With its matching colors and sense of fun, Cloud9 and The Smurfs partnered in hopes to strike feelings of joy and nostalgia with fans as the collaboration pays homage to a childhood classic, The Smurfs, and C9’s history of smurfing in their competitions,” Cloud9 said in a press release.
A variety of products from the collaboration are now available for purchase on the Cloud9 website. They range in price from $7 to $80.
The Profit‘s Take:
I firmly was in the camp of hating this. 13-year-olds who grew up using the word smurfing in the gaming sense have never heard of the Smurfs. It feels like there’s a disconnect between those two audiences. I think I could be convinced that this could appeal to the Gen-Z crowd because it’s kitschy, or camp, or being worn ironically. I would buy this simply because I have done a lot of smurfing in my life, and I grew up with The Smurfs. To be fair though, I don’t think I am this product’s target audience.
(All information was provided by Cloud9 and Esports Insider)