For the first time in four years, Paramount will have its own licensing booth while Universal Studios handed responsibility for licensing its films to the Beanstalk Group licensing agency in a rare move for a major studio. On Monday, Paramount announced it will be the North American licensing representative for the Smurfs brand. "To have the Paramount name front and center in the licensing world again is very exciting for us," said Mike Bartok, executive vp of licensing for Paramount Pictures. Previously Paramount films were represented by Nickelodeon and Viacom Consumer Products.

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