Airbnb and Paramount Bring Smurfs to Life in the Belgian Woods

Quick listen: Airbnb’s Smurf village shows the power of family-first brand experiences — in under 2 minutes.

Two lucky families are getting the chance to live like Smurfs as part of a new brand marketing strategy from Airbnb and Paramount.

To celebrate the upcoming release of Paramount Animation’s "Smurfs," the hospitality platform is turning a piece of the Belgian countryside, AKA the birthplace of the original blue crew, into a real-life Smurf village.

At the center of the experience is Papa Smurf’s mushroom-shaped home, where visitors will spend four hours in full character.

Available for just two families, the one-day event will take place on August 3 and will be bookable starting July 16.

The limited-edition offering is free and hosted by Nicolas Tytgat, who just happens to be the grandson of original Smurfs creator Peyo.

“To bring fans into Belgium, the birthplace of the Smurfs, and into the world that my Grandad created, is something truly special," said Tytgat.

"This is a one-of-a-kind experience and I cannot wait to share this moment and our family stories with Airbnb guests.”

The new Smurf activation is the latest in Airbnb’s reimagined Experiences lineup, which focuses on immersive pop culture partnerships.

"The experience is a unique way to showcase Belgium’s beauty at a time when families are looking to unplug and connect with nature," said Clement Eulry, Airbnb General Manager for France and Benelux.

According to Airbnb, 80% of family travelers now choose destinations based on experiences available.

"Airbnb makes it easy to explore hidden gems — whether living like a Smurf in the Belgian woods, or embracing unique and local experiences," Eulry continued. 

The initiative also supports Paramount’s larger campaign to push Smurfs globally as a feel-good family film that's laced with nostalgia and a modern twist. 

Inside the Experience

Guests will be greeted at Papa Smurf’s House before sipping a newly created Smurfberry drink and crafting their own Smurf hats.

From there, they’ll try their hand at archery in the woods, snack on blue-hued treats like Smurfberry cake and fries (Smurfette’s favorite), and join a choreographed dance session straight out of the new film.

The day ends with Smurfberry ice cream and a send-off from the host that includes a few souvenirs to take home, including those custom hats.

All activities, food, and props are included, though families will need to arrange their own travel.

With a global premiere set this July, this activation aims to bring on the hype across generations of fans just weeks before release.

Bookings open July 16 on Airbnb’s site and will be first-come, first-served.

Each session can accommodate up to four guests.

Our Take: Do Real-World Tie-Ins Still Work for Kids' Films?

I think this one does, because it invites families to actuallyparticipate inside a universe they’ve only seen onscreen.

In a world where most experiential marketing is geared toward adults or superfans, this is a refreshing pivot.

It's wholesome, low-stakes, and rooted in narrative.

And the Smurfs, being quirky, timeless, and very blue, are the perfect property to bring that fantasy to life.

The latest brand partnership continues a growing trend where studios turn fictional worlds into real-life settings to drive buzz.

Previously, Airbnb launched "Icons," bringing Professor Xavier's mansion from X-Men, the house from Disney's "Up," and more to life. 

Recently, Zillow and Marvel pulled off a similar stunt, turning the famous Baxter Building into a listing in the platform to promote the upcoming release of "Fantastic Four: First Steps."

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