The Smurfs, Athletes Today Announce New Licensing Partnership For India

Blue and small, standing only three apples tall, the Smurfs value team spirit and loyalty. They might be hard to tell apart at first, however, each Smurf has his or her own particularity.

The little blue characters have been entertaining generations of kids and families all around the planet and this new partnership with Athletes Today will contribute to expand its popularity and bring joy to the fans in India.

Peyo’s beloved characters are set to make a high-profile TV comeback in a brand-new dynamic 3D version. Built on pure Smurf DNA, the new series for girls and boys is taking the charm and wacky comedy of the original to even greater heights, fitting in perfectly with today’s faster-paced world, an explosive package full of adventure and humor for the whole family to enjoy!

The Smurfs New TV series will be broadcasted in India on Nickelodeon and on Free-to-Air Channels.

Véronique Culliford, President & Founder of IMPS/LAFIG and daughter of Peyo, said, “It was important for The Smurfs to have an agent in India and we're thrilled to have Athletes Today on board to maximize the value of The Smurfs brand across a broad range of consumer products that embody the colorful world of The Smurfs. This partnership will ensure the introduction of an innovative program of The Smurfs branded products in India.”

Smita Mishra, Managing Director, ATSM, added, “We are truly honored and excited to be representing The Smurfs in India. With the release of the new TV series in 2021, we are looking at onboarding licensees across categories such as apparel, back to school, novelty items, etc.”