US toy retailer FAO Schwarz is capitalizing on its cameo in the upcoming Smurfs feature film with an assortment of new toys, games, online initiatives and in-store promotions.

The Smurfs, the first live-action film based on the popular blue creatures from Columbia Pictures and Sony Pictures Animation, hits theaters July 29 and features the FAO Schwarz Fifth Avenue store in one of its scenes.

As such, the flagship FAO Schwarz store will host daily activities during a special Smurf Week, highlighted by an appearance by Hank Azaria, who plays Gargamel in the film.

And beginning July 25, customers will find a product assortment in a new ‘blue-tique.’ that includes toys from Jakks Pacific, classic Smurfs products from Schleich, collector dolls from Madame Alexander and apparel from Junk Food Clothing. FAO.com, meanwhile, is getting the blue treatment as characters from the film will surround the site’s homepage and point visitors to online products to purchase.