The iconic blue mushroom dwellers are getting a major brand relaunch.
LAFIG Belgium and IMPS, global licensors for The Smurfs, are partnering with Nickelodeon for an update of the property aimed at a new generation of kids and families around the world. Under the new deal, Nickelodeon licensed global rights to the franchise to produce an original CG-animated series while parent company ViacomCBS takes the reigns to manage consumer products licensing for The Smurfs across the North America, the UK, Singapore, and Malaysia.
Papa Smurf, Smurfette, Brainy, Hefty, Clumsy, and others will be back for the new series which is said to be “packed with humor, heart and high-stakes action.”
“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 are able to 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.”
New products for The Smurfs will be developed across categories including toys, stationery, apparel and accessories, home, consumer packaged goods, and more.
The series is slated to debut next year with products set to arrive in 2022.