TF1 Licences has been named the new licensing agent for the classic children’s property The Smurfs.
The firm will now look to strengthen the brand’s reach across the French market as it details it plans to ‘implement a major licensing programme’ based on The Smurfs.
The partnership strengthens the ties already forged between IMPS (owners of The Smurfs brand) and TF1 as the duo set out to work on potential events such as a live musical and a 60th anniversary exhibition.
“We are pleased and proud to partner with TF1 Licences, a bold and seasoned agent with extensive experience in classic brands,” said Veronique Culliford, founder of 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.”
TF1 now joins a long list of existing collaborators on The Smurfs property, including the likes of Le Lombard, Dupuis, Hachette, De Agnostini-Altaya, Panini, Chupa Chups, Mcdonald’s, MegaBrands, Ubisoft and Tesco.
“It’s an honour to have been chosen to develop the Smurfs licensing programme in France,” said Marina Narishkin.
“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.”