Moomin's UK licensing agent Caroline Mickler Ltd has announced a new partnership with online fashion company TruffleShuffle for an exclusive line of Moomin-branded apparel and gifts launching in early 2018.
The varied line will consist of adult apparel including tees, sweaters, hoodies, baseball caps and ladies' dresses as well as tote bags, wash bags and pins. All will use designs based on the delightful images of the Moomins and their family and friends that have become familiar to millions of people worldwide since the very first Moomin storybook appeared more than 50 years ago.
The audience for the range is wide, encompassing everyone from pre-schoolers to adults with nostalgia for the Moom brand.
The brand’s established licensed output includes personalised stationery, a mindfulness colouring book, homeware, greeting cards, coasters, enamel mugs, bags, fashion accessories, nightwear, t-shirts and cashmere jumpers. All these products – with more to come throughout 2018 – are part of the continuing success of a UK Moomin licensing campaign targeting a wide variety of price points and retail outlets. More recently apparel, publishing, plush and luxury leather clutch bags and purses have become part of the enormous licensing reach of the brand.
“Moomin combines fun and nostalgia with a completely up-to-date originality in a way few other brands can manage," said Pat Wood, MD of TruffleShuffle. "We’re delighted to be working with a brand that has such strength across so many age groups and look forward to a very positive response to this apparel and gifts line.”
Caroline Mickler added: “The enormous popularity of Moomin and the association of the brand with positive notions like fun, kindness and friendship mean that Moomin is special to many people of all age groups. I am certain that this delightful and charming selection of apparel and gifts from a well-known and respected name in online retail will have a very wide appeal.”
The brand will be further bolstered in 2019 with the launch of the new animated Moomins TV series directed by Oscar-winner Steve Box. The original Moomins books have also been recently republished from Sort of Books and two London-based Moomins stores have been opened.