Nickelodeon has licensed the global rights to “The Smurfs” for a new consumer product line and animated series.

The deal sees Nickelodeon teaming with the worldwide licensors for “The Smurfs,” LAFIG Belgium and IMPS. As licensing partners, the trio will launch a new original CG-animated series based on the property in 2021. The series will debut in the U.S., followed by Nickelodeon channels internationally.

ViacomCBS Consumer Products has begun seeking new merchandising and promotional partners in select categories and territories for the classic brand. The company is launching a new product line for the upcoming animated series that will cover categories including toys, stationery, apparel, accessories and home and consumer packaged goods. The new products are expected to launch at retail in 2022.

“’ The Smurfs’ is an iconic global franchise that has resonated with audiences for decades,” says Pam Kaufman, president, ViacomCBS Consumer Products. “By partnering with LAFIG, we can join our creative forces to bring an all-new line of consumer products across multiple categories to consumers, along with a fresh and original animated series.”

“The Smurfs” brand has found continued success in the licensing field over the years. Having celebrated its 60th anniversary in 2018, the brand has partnered with companies such as Emoji.