Peyo Company and The British Museum Announce Fun and Educative Smurfs Collaboration

Peyo Company and the British Museum are proud to announce a fun and educative collaboration that will bring the Smurfs into a magical museum adventure. During Summer 2026, young visitors of the British Museum will be invited to join a group of Smurfs accompanied by Bastet, the guardian cat of the British Museum, in a quest where they will learn about ancient civilisations and help to defeat a mysterious dark force unleashed by none other than Gargamel.

This collaboration will centre on Bastet and the Smurfs’ journey through the Museum, starting with Ancient Egypt and moving through other ancient collections. In addition to the location-based experience, the collaboration will extend to a fun and educative range of consumer products, pop-up activities and many other smurfy celebrations.

The British Museum welcomes visitors coming from all over the world and it is not surprising that their first ever collaboration with fictional characters happens with such transgenerational and universally beloved pop culture icons as the Smurfs.

The Smurfs are committed partners of the United Nations to promote the 17 Sustainable Development Goals, and qualitative education for all is an important goal in the program. A perfect match.

Roderick Buchanan, Commercial Director of the British Museum, said: “The Museum, as a museum of the world for the world, was established so that everyone should have access to the history of human knowledge and endeavour. To that end, the Museum even has some Smurf badges in its Money and Medals collection! That reflects the international appeal and popularity of the Smurfs over many decades now and it therefore a wonderful match to be working with them in this way now.”

Véronique Culliford, daughter of Peyo and President of Peyo Company said: “I am delighted to collaborate with such a prestigious institution as the British Museum. A Smurfs story can be a wonderful way to get children interested in the great history of humanity. Museums, and particularly the British Museum, are very precious places for all of us to learn and discover, but also to feed our imagination. We really love to involve the Smurfs into such edutainment projects.”

The British Museum x The Smurfs collaboration will start in June 2026 at the British Museum (UK) and will be available for licensing purposes from October 7 2025, during Brand Licensing Europe in London.