The Smurfs & India’s Athletes Today Ink New Licensing Pact


LAFIG Belgium and IMPS, the worldwide licensors for The Smurfs, have secured a licensing partnership for the brand with Athletes Today for India.

The agreement with Athletes Today will contribute to expanding the popularity of the brand with fans in India, where the new The Smurfs TV series will be broadcast on Nickelodeon and on free-to-air channels. Peyo’s beloved characters are returning to the screen in a brand-new 3D version, taking the charm and comedy of the original and combining it with today’s faster-paced world.

Véronique Culliford, president and 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 at Athletes today, 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.”