Moomin grows its presence across the US as King Features adds publishing rights to the licensing slate

Published on: 16th October 2020

The classic literary and art-based brand, Moomin, is expanding its presence across North America as its US licensing agency King Features adds publishing rights to its licensing slate as well as brings the brand into active baby wear for the first time in the region.

As the Tove Jansson creation continues to celebrate its 75th anniversary this year, and as part of a global deal negotiated by its Nordic licensing agency, Rights & Brands, King Features has partnered with Reima, a leading kids activewear brand from Finland, to bring its Moomin Baby Kit for newborns to the US market.

Inspired by the carefree and adventurous Moomin characters, the collection includes a stylish wardrobe full of the essential wear that babies will need during the first six months, including 17 pieces of exclusive gender neutral Moomin items.

In addition to growing Moomin in new categories in North America, King Features has also added publishing rights for Moomin to its slate and is expecting a lineup of exciting titles to come.

“Moomin has been one of the world’s most beloved character properties for generations with a highly successful global licensing program,” said King Features vice president and general manager, global head of licensing, Carla Silva.

“We look forward to introducing the next generation of families across North America to the classic heartwarming adventures of the Moomin family and their friends through fresh publishing and products.”

Moomin already has an extensive fan base in European territories and is gaining popularity in North America. The classic publishing property consists of a library of illustrated editions that celebrate the Moomin values of friendship, love, kindness, adventure, courage, tolerance, equality, freedom, individuality and respect for nature.

Moomin characters also star in a new 3D CGI series, Moominvalley, currently airing in multiple territories around the world. The new Moomin Baby Kit from Reima is the latest product line available in the US, following the launch of Moomin plush from Aurora and apparel from Ripple Junction.

Moomin can be seen next at King Features virtual exhibitor booth during the upcoming Festival of Licensing Americas event from October 20 through 22. Registered attendees can click this link to make an appointment with the U.S. licensing team.


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