Moomin brand makes long awaited move for the US and Canada with King Features

The literary and art-based classic, Moomin brand is making new efforts for the US and Canadian licensing space in a deal that sees the popular brand take up residence within King Features’ growing portfolio of international IP.

Bulls Licensing has turned to the licensing specialists – already known for its success with the likes of Popeye, Betty Boop, Cuphead and Garfield – to take care growing the classic property across the key territories.

It follows the recent announcement that King Features will also be representing the Icelandic property Tulipop across both the US and Canada.

Created in 1945 by the celebrated Finnish author and artist Tove Jansson, Moomin has millions of fans around the globe, and with the brand’s 75th anniversary approaching in 2020, King Features is looking to bring Moomin to apparel, accessories, stationery, art, novelty items and much more.

“Moomin Characters has waited for many years and intentionally refrained from entering the US market,” said Roleff Kråkström, CEO, Moomin Characters. “Our assumption has always been that we must find the right partner before we take on such a huge market. King Features is just the partner we have been looking for and shows that the long wait was worthwhile.

“We are now ready to pull up our sleeves and start working together with the King Features team. This is really exciting.”

Carla Silva, vice president and general manager, global head of licensing for the New York city-based unit of Hearst, added: “With Moomin’s 75th anniversary just around the corner, timing couldn’t be better to activate this charming and beautiful brand in the US and Canadian markets.

“For over seven decades, the Moomins have been one of the world’s most beloved, whimsical families. King Features is proud to announce the addition of this heartwarming property to our portfolio and we look forward to securing new partnerships for Moomin here in the US.”

Bulls Licensing’s global licensing director, Gustav Melin, concluded: “We are very happy to announce King Features as the Moomin sub-agent for the North American region.

“We have a long history of working together with King on other properties and are excited to have them onboard with their knowledge of developing heritage brands. We look forward to building further Moomin successes together.”

Tove Jansson’s books about the Moomin family and their adventures were published between 1945 and 1970 and have been translated into over 50 different languages. In addition to nine novels, Jansson has illustrated picture books and Moomin comics in collaboration with her brother Lars Jansson and penned songs inspired by the figures.

The Moomins have starred in TV-shows and films all over the world, and are the stars of their own theme parks in Finland and Japan.

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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