Moomin Characters enjoys record 24 per cent sales growth over 2015

Uplift in sales of officially licensed products have helped take global revenue for Moomin lines to almost €600 million.
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Sales of Moomin products reached a new record high throughout 2015, according to the latest reports from brand owners Moomin Characters.

The firm saw a 24 per cent uplift in sales of officially licensed products that have helped take global revenue for Moomin lines to almost €600 million.

Moomin Characters and its licensing agent Bulls Licensing report that sales have been spurred by a number of recent commemorations including the Tove 100 celebrated in 2014 in honor of Moomin creator Tove Jansson, and the Moomin 70 event, celebrated the brand’s 70th anniversary.

The brand has now experienced steady growth over the past eleven years and has increased by almost 500 per cent in the Nordics alone since 2004.

Last year 160 new licensing agreements were signed for the globally revered property spanning lifestyle, home and gift wares.

“We have experienced positive growth for 40 quarters,” said Gustav Melin, global licensing director at Bulls Licensing.

“The growth in sales has been driven by a strong domestic market in the Nordic region, but also by incredible development and demand in Asia. Moomin is one of the three largest brands in Japan and in China it was recently nominated as one of the country’s most influential international brands.

“Our agent in Korea also increased sales by over 500 per cent last year.”

Roleff Kråkstrom, managing director of Moomin Characters, added: “Moomin has its roots in the story, in Tove’s narratives and illustrations.

“The brand’s intrinsic values, such as thoughtfulness, friendship, adventurousness and confidence are not just universal, but are also in demand. Moomin is no fad.”

Moomin now has over 600 licensees around the world.


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