Rainbow is The Smurfs exclusive agent for Italy, new animated series coming in 2021

The global classic is coming back on TV at the end of 2021 with a brand-new CGI series. Rainbow leads the licensing plan for Italy with numerous CP partners already on board.

Historic licensing company of the timeless brand The Smurfs IMPS / Lafig has chosen the experience of Rainbow Group to manage the licensing plan that will accompany the new series of The Smurfs on the Italian territory.

Rainbow has already inked deals with many CP partners for the development of the countless possibilities offered by the brand, a success supported by more than 4 generations of fans and always very popular.

“We are thrilled and it’s a pleasure to work for a timeless brand like The Smurfs, already beloved by the Italian audience and undoubtedly synonymous with cutting-edge values. We are already in the process of finalizing several agreements with top-level partners for CP development in the classic categories but stepping outside the box and experimenting is one of our strengths, and we look forward to launching new collaborations”, comments Matteo Olivetti, Sales Director, Global Consumer Product at Rainbow Group.


“The love story between the Smurfs and the Italian audience is a long and passionate one and we are so happy to now have such a strong and dynamic agency as Rainbow on board. We are very excited to work together making the blue color of the rainbow shine with a broad range of amazing Smurf products”, said VĂ©ronique Culliford, President & Founder of IMPS / LAFIG and the daughter of Peyo.

The new season of the beloved property will debut on Nickelodeon next fall and on Italian free to air Rai Yoyo in spring 2022 with 52 episodes of 11 minutes and target audience 5-10 years. Following, the series will also land on TVOD, and AVOD platforms in the first half of 2022, to be distributed on SVOD in early 2023.

For over 60 years a great formula of friendship, tolerance and respect for the environment, The Smurfs never cease to excite thanks to their edutainment-rich and always compelling stories.


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