Toyification refers to the positioning of the smurfs as already socially desirable objects.
There's a scene where all the smurfs are running around a posh New York City toy store.
Children are clamoring to grab the real-life living smurfs believing them to be awesome toys.
Other people are repulsed by these moving "toys."
Basically, toys, toys, toys.
Because the filmmakers created a reality depicting crowds of people fighting to get their hands on a smurf "toy," this idea will now seems irresistible in the minds of certain people.
Where once there was no desire, because of a movie, now there's a desire for smurf things.
BUY THESE FUCKING SMURFS
... is the overall message.