Classic kids’ property Moomins will be the topic of this year’s BLE keynote address.
Sophia Jansson, creative director of Moomin Characters and niece of Moomins creator Tove Jansson, will deliver the address on Wednesday, October 14th at 12.30 in the Licensing Academy.
Jansson will take the opportunity to share her story of the Moomin brand journey, a property now considered one of the top 20 brands in the world with an estimated retail value of €600 million and over 600 licensees worldwide.
Roleff Krakstrom, CEO of Moomin Characters and Gustav Melin, global licensing director at Bulls Licensing will join Jansson on stage to offer insight into the strategy, brand development and future plans for the brand.
“I feel very honoured to have been asked to share my experiences with the Moomin brand at BLE this year. It is really great to recount the brand’s journey over the years to such an international and knowledgeable audience of experts in the licensing field.”
Darren Brechin, BLE event director, said: “The Moomins’ brand journey is fascinating, from the first books in 1945 and dolls a few years later through to present day and its impressive position amongst worldwide brands.
“We are delighted to help celebrate the 70th anniversary with a showcase at BLE, and look forward to hearing the future plans for this much-loved and beautiful brand.”