When the official Smurfs Instagram page declared the "Smurf Cat" meme canon in July 2022, the internet let out a collective bemused chuckle. How could this absurdist mashup of the small blue characters with a soulful-eyed feline become official franchise lore?
Yet this canonization also represents a fascinating revelation on internet culture‘s deepening interplay with major brands. As memes rapidly reshape popular consciousness, companies face growing pressure to acknowledge these viral phenomena — sometimes in eye-raising ways.
The Smurfs: An Iconic Franchise Poised for Internet Success
To fully grasp this phenomenon, we must first understand the durable appeal of the Smurfs intellectual property (IP) itself. Premiering in the 1980s as a Belgian comic series, the franchise — centering on tiny blue creatures living communally in mushroom houses — offered timeless messages about cooperation and harmony.
When the animated television series debuted in the US, it became an iconic pop culture cornerstone for an entire generation. Even today, the Smurfs franchise holds significant nostalgia power:
- The 2011 Smurfs live-action/CGI films earned over $1 billion globally
- 500 million Smurfs comic books have sold to date since 1958
- Viewership records set by recent Smurfs TV relaunches on Nickelodeon and Cartoon Network
Beyond sheer longevity though, the Smurfs universe translates seamlessly to internet meme culture. Simple, cute characters in repetitive settings lend themselves to remixing and interpolation — similar to early meme juggernauts like SpongeBob SquarePants.
As social media reshapes entertainment consumption among younger audiences, brands like the Smurfs hold advantages in adapting to viral trends. Their whimsical, familiar IP acts as the perfect template for meme experimentation.
Memes Get "Canonized" as Brands Court Online Subcultures
Before analyzing Smurf Cat‘s unlikely canon ascent, we must establish what canonization means — and why brands canonize internet memes at all.
In media, "canon" refers to the official characters, narratives, and events that define a fictional universe. "Fan canon" also exists, comprising fanfiction or headcanons, but lacks official endorsement. Canonization is the process by which creators bestow canonical status.
In past decades, canon stayed relatively fixed or evolved slowly via new film/TV installments. Yet internet acceleration has forced faster, more flexible approaches to canon that harness meme fixation.
Examples of now-canon memes include:
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Big Chungus – This amused depiction of cartoon character Bugs Bunny swollen to obese proportions became canon within Warner Bros‘ Looney Tunes world.
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Ultra Instinct Shaggy – A fan-canon meme of Scooby Doo character Shaggy wielding godlike powers was winkingly embraced by network Adult Swim.
These memes achieved such widespread shared familiarity that acknowledging them let brands capitalize on cultural resonance. As media fragmentation puts pressure on legacy properties, tapping memes also helps attract younger internet-native fans who expect pop culture fluency and community in-jokes as touchpoints.
Executing a Meme/IP Blend With Heart
At first glance, canonizing Smurf Cat into Smurfs continuity appears just another shameless meme appeal. But the execution — with charming social posts giving the feline a backstory and Smurf village welcome — struck the right tone to delight fans rather than alienate purists.
The Official Smurfs social media gave Smurf Cat a warm welcome
Contrast this with how miscalculating the meme tone could have backfired:
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Leaning too absurdist by having Smurf Cat fire laser eyes, dab, and speak in Gen Z slang would have damaged the childlike innocence central to the Smurfs IP
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Alternately, hastily commercializing Smurf Cat into a branded plushie or NFT without caring about organic integration would have read as a cynical cash grab
Instead, the Smurfs social manager understood the franchise‘s essence and Smurf Cat proclivities. Gently “retconning” (retroactively fitting) this new character into continuity respects canon while giving fans what they crave – more smiles from Papa Smurf’s village.
Memes as Gateway Drugs: Long-Term Franchise Benefits
While meme canonization risks overshadowing core IP or chasing fleeting trends, thoughtful integrations like Smurf Cat demonstrate tangible upsides:
Attention: Smurf Cat posts have garnered the franchise’s highest Instagram engagement in years, suggesting memes entice casual browsers into renewed interest.
Viral Spread: Every Smurf Cat share or media headline boosts overall Smurfs exposure. This organic word-of-mouth exceeds what costly ads could ever achieve.
Next Gen Appeal: Millennials and Gen Z fans feel gratified seeing their culture dent legacy franchises. Smurf Cat is the Trojan Horse ushering them into full-fledged fandom.
Merchandise Renewal: Come holiday shopping season, expect Smurf Cat plushies flying off shelves alongside old favorites like Papa Smurf. The IP expands rather than getting diluted.
Final Thoughts: Internet Wins Again, but Not By Knockout
The rise of Smurf Cat perfectly encapsulates the internet’s cultural coup over legacy media gatekeepers. Memes represent the fastest-moving trend cycles with crowdsourced influences far beyond any one firm‘s control.
Yet the situation also underscores how IP adaptability and respect help turn disruption into opportunity. Rather than defeat or capitulation, the Smurfs’ embrace of Smurf Cat reads as more of a merger strengthening both sides’ viability.
Going forward, expect the delicate dance between corporate IP and chaotic internet culture to only intensify as trends accelerate. More media analysts may soon be decoding an Ultra Instinct Kermit the Frog’s implications for the Muppets franchise after all!