‘The Smurfs,’ Athletes Today Partner for Indian Licensing

The classic characters are expanding their presence in India.

January 13, 2021

“The Smurfs” brand has entered a new partnership with Athletes Today which aims to expand their popularity and bring joy to fans in India.

“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 colourful world of ‘The Smurfs,’” says Véronique Culliford, president and founder, IMPS / LAFIG and daughter of Peyo, creator of “The Smurfs.” “This partnership will ensure the introduction of an innovative program of ‘The Smurfs’ branded products in India.”

Peyo’s characters are set to make a TV comeback in a brand-new 3D version. Built on pure Smurf DNA, the new series for girls and boys aims to take the charm and wacky comedy of the original to even greater heights.

“We are truly honored and excited to be representing ‘The Smurfs’ in India,” says Smita Mishra, managing director, Athletes Today SM. “With the release of new TV series in 2021

we are looking at onboarding licensees across categories such as apparel, back to school, novelty items, etc.”

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