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In partnerships with DET, the two-week activation will feature a magical, family-friendly experience filled with interactive zones, live shows, and character meet-and-greets

Dubai, 7 August 2025 - This summer, Nakheel Mall is turning blue — in the best possible way. From 15 to 31 August 2025, the mall will transform into a Smurfy wonderland, welcoming families to dive into the magical world of the Smurfs through a pop-up experience created in partnership with the Dubai Department of Economy and Tourism (DET).

As the perfect back-to-school celebration and ahead of the highly anticipated Smurfs movie, which sees global superstar Rihanna voice the iconic Smurfette, this immersive activation will bring excitement, nostalgia, and non-stop entertainment for all ages.

Bringing the charm of the Smurfs to life, the on-ground event will feature a dynamic lineup of activities including daily workshops, interactive games, stage shows by Papa Smurf and Smurfette, and exclusive meet-and-greets with fan-favourite characters. The experience promises to capture the imagination of both children and adults, making it a must-visit destination for families before the new school year begins.

Designed as an engaging, storybook-style village, the activation spans several themed zones, each offering its own unique adventure. Visitors can explore the enchanted forest to uncover Papa Smurf’s house and enjoy delightful games and activities with beloved Smurf characters Smurfette, Hefty, Brainy and Farmer Smurf, just to name a few! Games include everything from AR magic mirror turning guests into Smurfs, solving puzzles, learning about shapes while gardening, taking part in a mirror maze and getting crafty!

Families can also look forward to character meet-and-greets and photo opportunities with their favourite Smurfs after each show. The schedule is as follows:

• Meet-and-greets will be held on the second floor from 3:20 pm to 3:35 pm, 5:50 pm to 6:05 pm, and 7:50 pm to 8:05 pm
• Smurf stage shows will take place daily from 3:00 pm to 3:15 pm, 5:30 pm to 5:45 pm, and 7:30 pm to 7:45 pm.
• Interactive activity zones will be open daily on the lower ground floor from 1:00 pm to 9:00 pm.

Details about showtimes, workshops and meet-and-greet schedules will be available in-mall, and across Nakheel Mall’s official social media channels.

The Smurfs experience at Nakheel Mall is a collaboration with Peyo Company and a production by EventBox.

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About Dubai Holding Asset Management

Holding Asset Management (DHAM) owns and operates a diverse portfolio of retail, residential, and commercial destinations, emphasising its profound influence on the Emirate's urban and economic landscape. Its retail portfolio represents 15 lifestyle destinations, 10 malls and 18 centres that craft extraordinary experiences for residents and visitors across the Emirate. DHAM’s dynamic retail offerings are home to landmark attractions, marquee labels, leading F&B concepts and entertainment, while its centres enrich community living by bringing essential and desirable amenities closer to Dubai’s residents. To learn more, please visit: Dubai Holding Asset Management

About THE SMURFS™:

Blue and cute, standing only three apples high, the Smurfs value team spirit, tolerance, fun, working together and respect for nature. They might be hard to tell apart at first, however, each Smurf has his or her own particularity. They live in a village full of mushroom-shaped houses, hidden in the heart of a magic forest where few people venture to go. Born in a comic book in 1958, Peyo’s little blue characters have been spreading happiness and entertaining kids and families for generations. The Smurfs animated series (2021) is airing worldwide on television and platforms. A new Smurfs movie produced and distributed by Paramount Pictures/Nickelodeon Animation and starring Rihanna as Smurfette is set for a worldwide theatrical release in July 2025.

About Peyo Company:

Peyo Company is an entertainment entity proudly promoting and perpetuating Peyo’s work and legacy of creating stories and experiences across the world. Peyo Company is the brand name of IMPS and Lafig Belgium, the worldwide owners and licensors of Peyo’s properties. The company was founded in Belgium by Peyo’s daughter, Véronique Culliford and regroups all commercial and creative activities linked to Peyo’s creations, among which Johan & Peewit, Benny Breakiron, and the beloved iconic blue characters, The Smurfs. Pierre Culliford (aka Peyo) created everlasting worlds and timeless stories filled with adventure, humor, magic, and good universal values, reaching the heart of multiple generations of fans, and bringing glorious international success and recognition.

ABOUT EVENTBOX

EventBox brings you world-class brand-licensed entertainment to your city. We represent major studios such as Warner Bros. Discovery, Universal Studios, DreamWorks, Peyo Company, Paramount, Hasbro, Smiley Company, SEGA, Sesame Workshop and many more! We specialize in producing the finest events and live shows for theatres, festivals, and malls. www.eventboxonline.com