Agency will build the classic animated brand’s licensing program in the region.

International Merchandising Promotion & Services, the company that oversees the rights to the Smurfs, has appointed TF1 Licenses to represent the Smurfs brand in France.

TF1 will implement a licensing program for the classic brand, as well as manage spin-off products and promotional licenses. The company, in collaboration with IMPS, will also work to bring the brand a renewed recognition in the country.

“We are pleased and proud to partner with TFI Licenses, a bold and season agent with extensive experience in classic brands,” says Véronique Culliford, founder, IMPS. “With them, we will be able to generate diverse, synergistic projects across the group’s many divisions. This means we will continue to boost the brand’s dynamism, my father’s creative work and the many ideas we have in mind for the future.”

Additionally, TF1’s appointment will continue to strengthen the companies’ relationship (IMPS has partnered with TF1 Vidéo for more than a decade) and will make the creative collaboration possible on upcoming events, such as the live musical, which will be released later this year, and an exhibit celebrating the Smurfs’ 60th anniversary in 2018. Other upcoming Smurfs events include a comic book (slated to be released next month) and an animated film, which premieres in spring 2017.

“It’s an honor to have been chosen to develop the Smurfs licensing program in France,” says Marina Narishkin, director, TF1 Licenses. “It’s an iconic property, a creation that’s part of our culture and our imagination and, for older fans, our childhood memories. We will commit all our energy and expertise to doing the brand justice, being true to its values in our products and promotions.”