Aurora World secures month-long John Lewis campaign for Moomin plush

Moomin plush licensee, Aurora World has secured a hot spot area in the flagship John Lewis store in London’s Oxford Street for a Moomin-focused event running for the month of April.

The month-long celebration will coincide with the marketing – and launch – of the hotly anticipated new animated series Moominvalley, a new series that uses state of the art 3D CGI to introduce the Tove Jansson creation to a new generation of audiences.

The series itself features Rosamund Pike, Matt Berry, Taron Egerton and Akiya Henry in leading roles alongside an supporting cast featuring Kate Winslet, Warwick Davis, Will Self, Richard  Ayoade, Jennifer Saunders and Alison Steadman.

The show arrives on Sky One and Sky Kids at Easter, when the store event will be in full swing. It sees a large in-store Moomin area, specially designed in the toy area.

Meanwhile, Sky will be supporting the John Lewis event, and highlighting the new show, through a dedicated marketing programme, including POS material and free stickers on site. On Easter Saturday a Moomin costume character will join the fun. Content on and other official Moomin social media channels, will also promote the event.

Awareness of the Moomin brand is continuing to grow, and with the imminent arrival of the new animated TV  series, as well as the continuing appeal of the original novels and picture story books, on top of the arrival of more  licensed product at retail, means that 2019 is set to be a busy year for the brand.

The Moomin brand’s established licensed output includes luxury handbags, fashion apparel and accessories,  homewares and publishing. All these products are part of the continuing success of a UK Moomin licensing  campaign targeting a wide variety of price points and retail outlets.

Martin Ringer, sales director, Aurora World, said: “Moomin plush has long been a big seller for us in John Lewis and we’re delighted to be partnering with the store on a month-long celebration of Moomin that will, I’m sure, delight  a lot of young Moomin fans throughout April.”

Caroline Mickler, added: “This month-long event, coinciding with both a major TV launch and the Easter holidays, is  ideally timed to allow maximum exposure for the wonderful Aurora line of Moomin plush. I’m certain that children –  and their parents – will love seeing their favourite characters in plush form – and, if they visit on Easter Saturday, in  person.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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