A Lumo train is now decorated with The Smurfs, a promotion for Paramount Animation’s new movie, and it will be a regular sight for passengers travelling between London and Edinburgh this summer.
The newly liveried train was unveiled at a launch event at King’s Cross Station in London. Pop culture collaborations of this scale, often tracked by Geek Native, are a way for brands to bring characters to life. Train deals, though, are far less common. The event saw a VIP carriage travel from London to the Scottish capital for a Smurfs-themed day out. In attendance at the launch was Rylan Clark, known to Doctor Who fans for a guest appearance in the episode The Interstellar Song Contest, who voices ‘Vanity Smurf’ in the film.
The upcoming animated Smurfs movie, set for release in cinemas on July 18th, features some notable names attached. It’s directed by Chris Miller, who also directed Shrek the Third and Puss in Boots. The script is by Pam Brady, a writer known for a very different style of comedy, having co-written South Park: Bigger, Longer & Uncut and Team America: World Police. The cast includes Rihanna as Smurfette, alongside James Corden.
The Smurfs themselves, of course, have a long history in geek culture, originating as a Belgian comic series, Les Schtroumpfs, created by the artist Peyo in 1958. The characters are known for themes of community and living in harmony with nature.
Lumo has connected this theme to its operational focus on sustainability. The company is an ‘open access’ operator, meaning it does not receive government subsidies, and runs a fleet of all-electric trains on the East Coast Main Line. This makes the service a significantly greener alternative to flying the same route.
Stuart Jones, Managing Director of Lumo, told the press,
Everyone at Lumo is very excited to be working with Paramount Pictures to spread the word about the brilliant new Smurfs movie. The Smurfs are well known for promoting sustainability and we’re proud to be green at heart as a company too. That, coupled with their iconic blue colour, made this the perfect partnership. I’m delighted with our new ‘Smurfs train’ and can’t wait for everyone to enjoy spotting it along our route this summer.”
The Smurf-branded train is now part of Lumo’s regular service, which provides travel for customers between Edinburgh, Morpeth, Newcastle, Stevenage and London King’s Cross.
For the curious, there is a The Smurfs TTRPG.
