Bulls Licensing has named CPLG as the Moomins licensing sub-agent for Belgium, the Netherlands and Luxemburg.
CPLG will build on the iconic brand's already strong international appeal as it looks to bolster its licensing proposition across the Benelux region and beyond.
The Moomins – a family of white roundish trolls with large snouts – are the central characters in a series of books and a comic strip by Finnish-Swedish writer and artist Tove Jansson.
Jansson achieved worldwide fame as the creator of the Moominstories, written and illustrated between 1944 and 1971, which follow the characters’ adventures in the idyllic and peaceful Moominvalley.
Moomins has an established global licensing programme with over 700 licensees worldwide, including a theme park and branded cafés. The characters have also starred in popular TV-shows and films.
CPLG will build on this success in the Benelux region, working with best-in-class licensees across homewares, apparel, gifting, food, toys and games, targeting baby through to adult fans.
Moominvalley, the new TV adaptation of writer-illustrator Tove Jansson’s classic and much-loved stories about the Moomins is premiering in spring 2019 on YLE in Finland and Sky in the UK.
The new animation series will be made using state-of-the-art 3D CGI to introduce the Moomins to a new generation – and to screens in a way never seen before.
Maarten Weck, EVP and managing director at CPLG, said: “The Moomins are a timeless classic with traditional and enduring values.
"The brand has a strong track record of successful fashion collaborations, licensing and retail programmes across many countries around the world, and we are delighted to have the opportunity to extend the programme to the Benelux region.”
Gustav Melin, licensing director at Bulls Licensing, added: “We are very happy to announce CPLG as the Moomin sub-agent for the Benelux.
"With CPLG’s proven track record and local knowledge, we look forward to building further Moomin successes together.”