R&B Magazine Issue 3

R&B magazine

CELEBRATION

80 YEARS WITH THE MOOMINS

FEATURE

GUNILLA BERGSTRÖM

MADE ALFIE

ATKINS HER LIFE STORY

NEWS

EXPANDING R&B IN LONDON AND OSLO

04

ABOUT US

Formed in 2016 by Moomin Characters and Bulls, building on a collaboration going back over 70 years.

07

NEWS CORPORATE

New partnerships and expansive strands of business development.

12

NEWS TV & FILM

Tove Jansson's The Summer Book adapted to film and season 4 of Moominvalley.

14

NEWS DIGITAL & SOUND

Stig Lindberg launches on social media and Rovio unveils a new Moomin game.

16

NEWS RETAIL & SHOPS

Barnes & Noble brings Moomin to the US and Akademibokhandeln's latest collaboration with Carl and Karin Larsson.

18

ANNIVERSARY

In 2025 the Moomins celebrates 80 years and we highlight some of the qualities that make this brand so unique.

20

INTERIOR & HOME

From cups to cushions – and the story of Boyhood Design in collaboration with Moomin.

24

FEATURE GUNILLA BERGSTRÖM

Meet the woman behind Alfie Atkins, described by Bok-Makaren.

28

ACCESSORIES & APPAREL

From sneakers to shirts – and the story of Adidas featuring the world of the Moomins.

32

PARKS & EXHIBITIONS

A brand new JerryMaja detective house opens and the Alfie Atkins Cultural Centre welcomes you.

34

KIDS & TOYS

From board games to dresses – and the story behind Polarn O. Pyret's latest collaboration with Astrid Lindgren & Ilon Wikland.

38

SUSTAINABILITY

Our strategy to become more sustainable and effective – and a case showing how it can be done.

40

FOOD & BEVERAGE

From cheese to buscuits – and the story behind the collaboraiton between the brand Stig Lindberg and Contemporary Wines.

44

BOOKS & AUTHORS

Arndís Thórarinsdóttir, Sofie Sarenbrandt and Carina Bergfeldt –three of many well-known authors represented by Rights & Brands.

48

AWARDS LICENSEES & NOMINEES

Rights & Brands 18th best licensing agent in the world, Moomin nominated as top licensed brand and a gold coin celebrating Gunilla Bergström's works.

50

ABOUT US CONTACT

The world is our arena. Here are our teams and the brands that we represent today.

Produced by: Rights & Brands, Rosenlundsgatan 31, 118 63 Stockholm, Sweden www.rightsandbrands.com linkedin.com/company/rights-&-brands/ facebook.com/rightsandbrands/ instagram.com/rightsandbrandslic/ instagram.com/rightsandbrands/

Editorial Board: Shatilla Holm, Elin Larsson, Nicolina Bagge Editor: Jonna Dagliden Hunt Art Director: Maria Seefried © Moomin Characters™

Cover photo: Helen Pe Styling: Josefin Tolstoy Images: Licensees and proprietors Printed in Sweden by: By Wind AB, Sweden

GROWING GLOBAL PRESENCE AND WELCOMING NEW BRANDS

RIGHTS & BRANDS was founded on the mission to bring Scandinavian literary rights and art and design-based brands to a global arena. Today, Rights & Brands proudly holds the 18th position among all licensing agencies worldwide, and Moomin has ascended to the 43rd spot among the most influential licensed brands, a significant climb from its previous ranking of 56, as measured by global brand retail value.

We at Rights & Brands would like to express a warm and heartfelt thank you to all our amazing partners and more than 800 licensees worldwide. Our eco-system is growing by double digits, which is extraordinary considering the current market turbulence and low consumer confidence in many regions.

China is a core driver for the Moomin brand, and we’re seeing fantastic collaborations from the R&B team in Hong Kong. Meanwhile, Japan stands for continuous growth and is now accounting for almost 45 percent of our total business today. The total retail value for Rights & Brands’ portfolio of brands is now estimated at 800 million euros. This is in line with our expectations and the outlook for the upcoming three years is promising. As part of our ongoing commitment to supporting new markets and looking into growth potential, Rights & Brands has taken another significant step forward by opening two new offices – one in Oslo last year, and one in London this past spring.

DURING FALL 2022 and spring 2023, we saw some amazing Moomin product launches and campaigns from ARKET, Adidas, Barnes & Noble, DeAgostini and KFC. Polarn O. Pyret has now launched two collections with Astrid Lindgren and Ilon Wikland’s characters. Happy Socks created an advent calendar with 24 pairs of The Beatles socks and Bookmark Förlag launched the book Ett Hem, where influencer Elsa Billgren shows the home of Carl & Karin Larsson.

We take great care in monitoring the brands we represent, and Rights & Brands has invested in several brand awareness studies over the past years. The studies show strong positioning for all IPs we represent, in their core markets. This is data we are happy to share with our licensees to boost their reach and establish growth outside their domestic markets.

THE RIGHTS & BRANDS PORTFOLIO has grown with several new strong brands: we are proud and humbled to have welcomed the Scandinavian picture book classic Alfie Atkins, Maxi & Helium, the fastest-selling children’s book series ever in Sweden and Norway, together with the talented Teemu Järvi, a Finnish illustrator inspired by wildlife and a love of nature.

Moomin now has over 3,5 million followers across social platforms and connects with more than 65 million fans each year. Moomin has also been nominated in the Licensing International Excellence Awards for Best Licensed Brand in 2023.

WE ARE EXCITED to celebrate 80 years of the Moomins in 2025, and we are thrilled about Moomin gradually increasing its presence in the US, in a noticeable effort together with Barnes & Noble, to make Tove Jansson’s beloved characters widely accessible to the American audience.

Adding to the excitement, the film production of Tove Jansson’s beloved novel The Summer Book starring Glenn Close has now started. Pettson & Findus celebrates 40 years in 2024 and Carina Bergfeldt’s and Sofie Sarenbrant’s first joint book The Birthday was recently published.

To increase services to our licensors and licensees, Rights & Brands has strengthened its organisation with six new employees, and we continue to bring in new talents to broaden Rights & Brands’ skills and competencies while leading the way into the future of licensing.

WE ARE CONTINUOUSLY improving our important work to analyse our carbon footprint. Admittedly, the licensing business is part of the problem, by default. It is vital that we lead the way, assisting licensees to make the right decisions and encouraging all sustainability efforts. We will gradually roll out policies, programmes, and best practices to make a difference, together.

In an increasingly uncertain time in the world, we need to figure out the path forward. Our brands and licensors resonate with Scandinavian values, and with inspiration from some of the pioneers in art and literature that we represent – Gunilla Bergström, Stig Lindberg, Tove Jansson and Carl & Karin Larsson, nurturing values of humanity, respect for nature, freedom, and friendship, we follow their lead. Their stories continue to live on beyond their life’s work, and we are incredibly proud to be able to be part of that same journey.

R&B REPRESENTING ICONIC BRANDS

Rights & Brands represents iconic Scandinavian brands, artists and authors and is the worldwide master agent on behalf of Moomin Characters.

How did it all start?

R&B was founded on the principle that the values and brands born out of the cultural tradition of Scandinavia have global potential. The company was formed in 2016 by Moomin Characters and Bulls, building on a collaboration going back over 70 years, with the Moomin stories and artwork licensed to products and homes all over the world. Continuing the Moomin legacy and licensing tradition, R&B now works with other iconic brands like Astrid Lindgren, Ilon Wikland, Stig Lindberg and Carl Larsson to bring Scandinavian rights to a global arena.

How many clients and subagents do you have?

R&B has a network of over 40 sub-agents and 800 clients worldwide.

What is R&B's main goal going forward?

The main goal is to bring Scandinavian rights to a global arena and share the unique values, stories and artwork that our iconic brands bring to any category and product, from digital games to publishing or home decoration. R&B strives to develop and nurture both proprietors and licensees to successful partnerships and collaborations in all areas.

What is the importance of Scandinavian art and literature?

We believe that Scandinavian art and literature have distinct values – equality, tolerance, family, education and respect for nature.

+800 worldwide licensees

+30 brands

+40 agents

+790 million euro, total retail value

+70 language translations

WHAT IS LICENSING?

How licensing works

A product licence grants you the right to use generally recognised trademarks, images, films or comic strip characters in your products, publications or campaigns. The licensor retains ownership of the copyright while the licensee (the client) purchases the right to use the trademark in products and campaigns for an agreed period.

License from R&B

Starting from a strategic base in literature, art and design, R&B’s platform is built on knowledge, passion and people. Using all aspects of character representation and branding, from publishing and PR to licensing, merchandising and digital development, with a worldwide network of sub-agents and over 800 clients, R&B’s international insight and business capacity is unique.

Brands and creators

Using a well-known character will generate immediate market recognition for your product. This will increase product sales and profit. Your product will reach new target groups and have a strong competitive edge over similar products on the market. The chance to co-operate with other license holders is a further advantage that will open up new marketing channels.

R&B is an international brand development agency with unique ­licensing experience and business capacity. We use all aspects of character representation and branding, from publishing and PR to licensing, merchandising and digital development.

Maxi & Helium joins Rights & Brands

MAXI & HELIUM With over 3 million books sold, Maxi & Helium (Musse & Helium) is the fastest growing children’s book series ever in Sweden and Norway. The brand is now ready to make an even bigger difference globally by appointing Rights & Brands as its master agent for merchandising rights.

Maxi & Helium, which is based on the universal values of friendship, collaboration, and innovation, is a 360-degree concept that extends from literature to music, games and performances.

“Maxi & Helium is a rarely-seen success and the stories have created a universe that belongs in children’s everyday life. We look forward to working with Lindrizia on creating a quality licensing program, in the Nordics and internationally,” says Kristin Tjulander, Nordic Commercial Director at Rights & Brands.

The Maxi & Helium books have sold for more than 200 million SEK in the Nordics so far, and the characters have also become a musical sensation with their album released by Warner Music. In addition, a new music show was launched during the summer and the books will soon be available in more European countries. Rights & Brands will represent Maxi & Helium for licensing rights worldwide.

Bringing curiosity and friendship to a worldwide audience

ALFIE ATKINS The world of Alfie Atkins will now be seeing its full potential. Bok-Makaren AB has appointed Rights & Brands to represent Alfie Atkins (Alfons Åberg) as master agent worldwide for merchandising. With knowledge and experience of building literature driven Scandinavian brands, Rights & Brands will develop a global licensing program for Alfie Atkins. The first Alfie Atkins book was published in 1972. Since then, more than 25 stories have been published and close

to 10 million books have been sold and translated to over 40 languages, with new editions being released continuously.

“We have been curiously following Rights & Brands and have been impressed by their development and product launches of other Scandinavian cultural classics,” says Elisabet Granlund, COO at Bok-Makaren AB. “During a time when we are growing with new content such as film and theater, we look forward to developing the merchandising side with those who know it best.”

© BOK-MAKAREN AB

Rights & Brands expands

with new offices and hires

In 2022, Rights & Brands experienced remarkable double-digit growth, solidifying its commitment to bring more Scandinavian brands, within art, design and literature to a global arena. Recognising the immense potential of this endeavor, the company recently opened new R&B offices in Oslo and London. This expansion not only serves to enhance the organisation's international business operations, but also to enrich its overall offering to brands, IPs, and licensees.

As we embark on this exciting new phase, we are thrilled to welcome a number of talented individuals to the Rights & Brands team. These new hires are joining us at a pivotal moment in our company's growth, positioning us for success in 2023 and beyond. Discover more about the fresh faces of Rights & Brands and their aspirations for this new venture.

Why Rights & Brands?

anja: “The possibility to work with brands rooted in Nordic art and literature that I grew up with my entire childhood and adult life was an opportunity I could not miss. With two kids on my own I feel especially lucky to be able to both nurture and develop these brands to assure a strengthening of their current position in the Norwegian market while reaching new markets, new audience, and generations.”

belinda: “Nordic art, literature and design have spiked international interest for years. Rights & Brands gives me the opportunity to see the value in these brands and commercialise them into the Norwegian market. It is also inspiring to be a part of a global company.”

mark: “Who would turn down the opportunity to work for one of the fastest growing companies in Europe? Especially as my role is to help the company grow internationally. It’s a once in a life time opportunity.”

anna: “Rights & Brands’ mission

to bring Scandinavian brands to global markets has a great appeal to me. Its foundation based upon literature, design and art is also attractive. Why? The business ideas and values for us and for the whole Moomin Group, are both viable and contemporary in their commercial goals, whilst utilizing an engaging and caring approach towards Nordic cultural heritage.”

tuomas: “It’s an interesting agency with a wonderful list of brands and authors. And as I knew some of the people already I knew that it’s also a great team that I’d be happy to join.”

What do you look forward to at your new position at R&B?

anja: “I look forward to work with Norwegian proprietors and licensees, and in collaboration develop and nurture our unique brands, and of course strengthen the Norwegian presence of our Nordic IPs.

I am excited to build up the Norwegian office together with my team and the variety of tasks to achieve success for all

involved parties and reach an even broader audience through successful partnerships and positive activation. I cannot wait to collaborate with and across categories, professions, and stakeholders, find new ways of working, create new concepts and further build upon earlier successes.”

belinda: “I look forward to develop and increase the brand awareness of our IPs in the Norwegian market.”

mark: “Establishing Rights & Brands as a global agency.”

anna: “Working with my new and most wonderful colleagues in making a difference to the business and its mission in helping these important brands reach global markets.”

tuomas: “New ideas, new representations, new ways of working, more everything. I look forward to making the most of intellectual property rights for our clients and continue working in the intersections of publishing, TV, animation, merchandising, and brand development and bridging the gaps between.”

What will you take with you from old experiences into this new job?

anja: “I have been working in Orkla for nine years both as a category- and customer manager for a large FMCG player in Norway. I will bring structure where needed and a result-oriented way of working with vast experience in collaboration, stakeholder management and sales for a broad range of strong brands.”

belinda: “With a broad experience from both media agency, broadcasting and marketing, I always think 360 degrees on my projects. I am also a huge fan of using data and insight.”

mark: “Having worked in and around brands for over 20 years this is a difficult question to answer.

I suppose my key attribute is getting stuff done. Driving forward no matter what the challenge is.”

anna: “Having worked extensively within cultural affairs marketing and manage-

“I cannot wait to collaborate with and across categories, professions, and stakeholders”

Belinda Jensen BRAND AND PARTNER MANAGER, NORWAY

An ja Aarnes Breder COMMERCIAL MANAGER, NORWAY

ment in both the private and public sector I bring broad experience and education to this growing company. I have also studied and worked with Change Management (MBA SSC) and I know that one permanent thing in this world is change. So that experience will also be on the table.” tuomas: “All of my old contacts and lessons learnt, obviously, but also a curious and forward-looking attitude.”

A Moomin success story in Poland

MOOMIN The Polish people has a special relationship with Tove Jansson, and perhaps that is why the country is experiencing such a success with the Moomin brand.

Moomin stories by Tove Jansson were brought to Poland by a publisher called Nasza Księgarnia, and the first book from the series translated into Polish was Finn Family Moomintroll in 1964. “The Moomin stories about belonging and inclusiveness are really relevant to the Polish market,” says Magdalena Biernat-Heikkinen, Director, International Licensing for Rights & Brands in Poland. “Based on the publishing foundation, we managed to build a successful licensing programme.”

In 2025 Poland will celebrate 80 years of the Moomins, and the main theme for the year will be a sense of belonging. The tagline for the anniversary is “The Door is always open”, which will highlight the fact that everyone

is welcome to the Moominhouse as they are.

“These wonderful values that are highlighted in Moomin stories bring lots of excitement also for licensees. Moomin brings them value and something for the longer term,” says Biernat-Heikkinen.

As seen in photos from 1978, Tove Jansson visited Poland with her brother Lars. “As I have heard from Roleff Kråkström (the MD of Moomin Characters), they were apparently visiting my home country to collect royalties which were spent on fur hats and beautiful clothes. The reason was that they couldn't bring the royalty money out of Poland,” Biernat-Heikkinen says.

Currently Rights & Brands have collaborations with some of the largest retailers in Poland, including LPP Group, Pepco and CCC Group. There are also many new licensees and retailers who will celebrate the Moomin 80 anniversary with us in 2025.

78%

The percentage of Polish people who know Moomin.

MOOMIN/ RIGHTS & BRANDS BRAND SURVEY BY CINT.

Tuomas Sorjamaa LITERARY AGENT AND RIGHTS MANAGER, HELSINKI

Mark Bezodis INTERNATIONAL COMMERCIAL DIRECTOR, LONDON

Anna Franzén CHIEF OF STAFF, STOCKHOLM

Finnair celebrates 100 years with a Moomin makeover

FINNAIR One of the world’s oldest airlines turns 100 years in November, and celebrates it in a Moominous way. Two of its Airbus A350 aircrafts are now adorned with a picture of Moomintroll and Snorkmaiden. The Moomin aircraft will fly to various long-haul destinations in Finnair’s network, including Dallas, Tokyo and Bangkok. “Finnair’s mission is to enrich life by bridging the world. This is also the theme of our centenary. Moomins represent friendship, community and going on adventures together, so they are a great fit for our values,” says Finnair’s CEO Topi Manner. The previous time the Moomins were seen in Finnair aircraft livery was in the

mid 1990s. After that, Finnair has also had many Moomin campaigns, such as one where families travelling with infants have received a Moomin gift on board.

“We’re very happy to see this collaboration extended with the new Moomin livery on Finnair aircraft,” says Roleff Kråkström, Managing Director of Moomin Characters Ltd.

“Moomin is a character brand grounded in the universal and timeless values of tolerance, acceptance and friendship upon which Nordic societies are built. These are the values that come to life in the Moomin embrace depicted in the Finnair 100 livery,” says Kråkström.

A natural partnership

TEEMU JÄRVI Finnish artist Teemu Järvi uses traditional tools and techniques to capture the soul of the Northern wilderness. Under the wings of Rights & Brands, his popular fox cubs, bears and other artworks have now started on a new path to the everyday lives of people around the world.

“Rights & Brands is proud to welcome Teemu Järvi. His signature style is beyond comparison, capturing the true essence and movement of the animal,” says Ilkka Lind, Sales Director at Rights & Brands. “The respect and love for nature lie at the very core of his art – in a similar way that these values are present in the world of Moomins by Tove Jansson.”

The works of Teemu Järvi derive from the artist’s lifelong love of nature, and includes a wide range of printmaking, book and magazine illustrations as well as product designs and concepts. Since 2012, Järvi has been running a design company, Teemu Järvi Illustrations, offering nature-themed art prints, posters and calendars. The company currently has over one hundred resellers in Europe, North America and Japan.

New sub-agent in Italy

ITALY Rights & Brands has appointed Italian agency Maurizio Distefano Licensing as a Moomin sub-agent to develop the Moomin brand in Italy. Maurizio Distefano is an internationally accredited agency with over 20 years of experience in the sector.

“We are so excited for this partnership,” says Maurizio Distefano, President of MDL. “Moomin covers a wide range target which makes it appealing to multiple Licensing categories, from adults, with its pieces of art, to kids with

the Moominvalley series. I’m sure that the upcoming projects will reflect its artistic and colourful style”.

A ceaseless explorer of Finnish woods and lakes, Järvi is familiar with the wildlife through first-hand experience. His works transports us from our hectic urban existence to the soothing calm of the wilderness.

“Drawing with a reed pen and ink is difficult to control. You never know exactly what you will get, there is an element of surprise. The result looks organic, like nature itself,” Järvi says.

Rights & Brands represents Teemu Järvi for merchandising and publishing rights. The first collaboration includes prints for a men’s leisurewear collection by Joseph Abboud Japan for the Japanese market.

© KATJA LÖSÖNEN / LAPUAN KANKURIT

Free learning material by Red Cross

MOOMIN Learning to communicate with others and dealing with your own emotions are central life skills. According to teachers, there is a great need to discuss emotional skills and friendship, even with small children. To meet this demand The Finnish Red Cross has launched “Friendship skills with the Moomins” where the Moomin characters inspire children to learn friendship skills through functional games, animations, as well as mindfulness and discussion exercises. The package, which is free of charge to use, is available in Finnish, Swedish and English and is being translated to Spanish and Polish.

Tove Jansson’s The Summer Book adapted to film

Author and artist Tove Jansson’s novel The Summer Book, a classic and bestseller within Nordic fiction, is getting a long-awaited film adaptation. Shot on location in the Finnish archipelago, the film will be directed by Charlie McDowell (Windfall, The one I love) and starring 8 times Oscar-nominated Glenn Close and Anders Danielsen Lie, a Norwegian actor who starred in the Academy Awardnominated film The Worst Person in the World The novel, a timeless classic first published in 1972, was very personal for Tove Jansson and was also one of her favourites. It portrays the developing unique friendship between a young girl, Sophia, and her grandmother, and the

interactions between the two are used to express universal truths – about youth and age, wisdom in the shadow of mortality, and an island world as a metaphor for our own microcosm.

“The Summer Book is dear to many readers around the world. It is my favourite of Tove Jansson’s books, and it holds a very special place in my heart,” says Sophia Jansson, Tove Jansson’s niece. “Every word of it ushers in vivid childhood memories of my beloved grandmother – her voice, her way of relating to and moving around the island. Seeing that story finally come alive on the big screen will be fantastic and moving on a deeply personal level.”

The Christmas Hour

In December 2022 Qvisten Animation, in collaboration with talented colleagues and animation studios across the Nordic countries, launched an hour of entertainment to secure the Christmas spirit for children and families for years to come. The Christmas Hour is an animated TV show that showcases a collection of treasured authors and stories from the Nordics, including the Moomins, Mauri Kunnas, Kjell Aukrust’s Solan and Ludvig, Astrid Lindgren, HC Andersen and many more.

The show is currently accessible on Nordic Public TV broadcasters and in the long run it will replace the famous “Disney Hour” on these platforms. The goal is to keep adding new stories to the show, ensuring that it always presents something fresh to its audience every other year.

Smurf friendship

SMURFS Rihanna, the renowned singer, songwriter, and actress, is set to lend her voice to the beloved character of Smurfette in the upcoming Smurfs film, scheduled for release in the first quarter of 2025.

As with previous installments, the new Smurfs film celebrates the values of friendship and compassion and mix 3D CGI and live action. Paramount Pictures announced that Rihanna will be voicing the role of Smurfette and is recording some original songs for the film, which she will also coproduce. The film is produced by Ryan Harris (Trolls, Batman Lego Movie) and directed by Chris Miller (Puss in Boots, Shrek 3).

Season 4 of Moominvalley

MOOMIN In the fourth season of the animation series Moominvalley, set to launch in late 2024, the valley faces its greatest threat yet. Inspired by one of the most famous storylines within the original Moomin books, a comet speeds towards Moominvalley and nobody knows what to do. The 13 new episodes, produced by Gutsy Animations, will be full of un and hilarious adventures, each inspired by the importance of taking care of the environment.

“As creatives, we’re driven to tell stories that can inspire and bring hope – which is exactly what we aim to do through Moominvalley,” says Marika Makaroff, Gutsy Animations’ Chief Creative Officer and Executive Producer of the Moominvalley series.

Tomas Alfredsonʼs book films to Scandinavia!

ALFIE ATKINS The celebrated book films directed by Tomas Alfredson which launched during the 50th anniversary of Alfie Atkins in Sweden, are now premiering in Denmark, Norway and Finland. Alfredson, who developed the idea while author Gunilla Bergström was still alive, has built up a threedimensional version of the books and filmed with a miniature camera.

“Each detail is cut-out as if it was part of a pop-up book,” Alfredson describes and notes the importance of Bergström’s use of different mediums and materials. “It could be cut outs from an IKEA catalogue or an old piece of torn wallpaper. In one episode Alfie might wear a sweater from wrapping paper, in

another from real yarn. We’ve tried to capture that in the films.”

The initial idea of working together arose when Alfredsson and Bergström were brought together by a film company with a brief to make a live action Alfie Atkins film. After discussing it for a long time, however, Alfredson and Bergström agreed that it wasn’t a good idea. “One of the secret ingredients of Alfie Atkins is that the last part is imagined by the children. Adding real actors would ignore that,” Alfredson says. “The other year I presented the idea of a book film and Gunilla gave me the trust to go ahead. Unfortunately, she never got to see the final result, just early sketches. But I remember that she was proud and happy.”

Design icon launches on social media

STIG LINDBERG The official social media channels for the legendary designer Stig Lindberg’s work have now been launched on Instagram and Facebook.

Stig Lindberg (1916-1982) is one of Sweden’s most important post-war designers. He was an artist, designer, painter and illustrator, working in ceramics, glass, enamel and textile as well as creating public art. Lindberg is also renowned for his children’s book illustrations, such as Krakel Spektakel

Fans can follow the new Instagram and Facebook accounts to learn more about Lindberg’s career and impressive range of work on @stiglindbergofficial.

Lily Collins and Jennifer Saunders inspire Moomin fans in podcast

MOOMIN The Moomin phenomenon, hosted by renowned actresses and producers Lily Collins and Jennifer Saunders, takes listeners from London to Japan via the Finnish archipelago, meeting people who have been inspired by Tove Jansson’s creations and her bold life.

“I first discovered the series and its magical illustrations as a child growing up in the English countryside,” says Lily Collins, known for her role in the tv series Emily in Paris. “There is so much to learn through Tove’s writing about equality, respect for nature, and how to break out of your comfort zone in search of an adventure.”

The podcast takes listeners to mythical Moomin places like the outhouse where Tove Jansson drew the first Moomintroll, her private studio, and other secret Moomin locations to which the wider

3,5 million fans

– THE AMOUNT OF MOOMIN FOLLOWERS ACROSS ALL SOCIAL CHANNELS!

audience normally doesn’t have access. Jennifer Saunders, the narrator of the podcast, is widely known for her role as Edina Monsoon in the tv-series Absolutely Fabulous, and Moomin fans might recognise her voice from playing Mymble in the Moominvalley animation series which premiered in 2019. “My personal admiration for Tove Jansson is huge, but through this podcast I’ve become aware that I’m not alone – she is truly worshipped all over the world, and rightly so,” she says.

The podcast also features actors such as Samuel West and authors like Philip Ardagh who share personal Moomin memories. It is available on platforms such as Spotify, Apple Podcasts, and Google Podcasts.

New website for Ilon Wikland

ILON WIKLAND The official website dedicated to celebrating the extraordinary artist, Ilon Wikland, ilonwikland.com, is now live, showcasing a wide selection of her stunning illustrations. Visitors can also take part of inspirational content on Wikland’s life and work, including fruitful collaborations with esteemed authors such as Astrid Lindgren, Mark Levengood, and Barbro Lindgren.

Travelling in style

MOOMIN The Octopus card is a contactless stored value card that provides customers with a simple and secure way to pay for public transport systems in Hong Kong. Now, instead of a conventional electronic card, travellers can opt for a charming Moomin 3D figurine that doubles as

an Octopus card holder. The Moomin 3D Octopus Ornament collection includes the lovable characters Snufkin, Moomintroll and Little My. Each figurine also includes a leatherette keychain ready to go on an adventure by just loading them with credit for seamless fare payments.

Moomin mobile game

ROVIO Rovio Entertainment, the Finnish company best known for the hit game franchise Angry Birds, continues to work tirelessly on their Moomin IP mobile game, Moomin: Puzzle & Design. The game will be a tap-to-blast, story and decoration puzzle game, where players complete challenging puzzle levels to earn stars, and use those stars to progress in chapters of the story, customising the look of Moominvalley as they go along.

Before the official launch, the game has been tested in Japan, which is the target market. In the small-scale tests and subsequent user research, the developers has been able to gather valuable information on player preferences and gaming habits; from the reasons players keep coming back to the game, to their favourite chapters in the story. Most notably, Japanese players highlighted the feeling of healing (“癒し” in Japanese) that the game evokes, and the wish to continue exploring the Moomin world further.

Rovio will continue developing the game, making sure it’s in the best possible shape for the following test phases. Stay tuned!

New Snufkin game coming in 2024

MOOMIN A musical adventure game created by Hypergames and publisher Raw Fury is planned to launch in 2024. Snufkin: Melody of Moominvalley features Snufkin who needs to restore the harmony of Moominvalley after a series of grotesque parks have appeared and ruined the valley's natural balance. The game is an ambient and wholesome experience for both kids and adults that combines open-world mechanics

with puzzles, stealth and melodic elements. Fans from the US in the West to Japan in the East have already had the opportunity to test it and dive into Moominvalley in a never-before-seen interactive experience. “Working on Snufkin: Melody of Moominvalley has been an amazing journey all over the world, and we plan for more of these events before launch,” says Pontus Rundqvist, brand manager at Raw Fury.

Getting a taste of Japan

MOOMIN A new Moomin pop-up café specialising in drinks and original Moomin products opened in spring 2023, in Shibuya, Tokyo.

The pop-up café served tasty Moomin delicacies, coffee with Moomin latte art, and it included a small shop. The café was located at Shibuya Scramble Square, and was the first of many stand-style Moomin Cafés to open in Japan this year.

The café was located at Shibuya Scramble Square, and was the first of many stand-style Moomin Cafés to open in Japan during 2023 and 2024.

Worldwide retail therapy!

MOOMIN Three new official Moomin Shops have opened: in Tokyo, Japan, Bryggen in Bergen, Oslo, as well as a Shop-in-shop on Tallink’s brand new MyStar ferry. The shops feature a wide assortment of Moomin products – from mugs and stationery to confectionary treats.

In Tokyo, the shop is developed by a subsidiary company of Matsuya Co, which plans to open 10 Moomin shops by the end of 2027, mainly in the Tokyo metropolitan area, to increase its revenue through channels outside of its department stores.

In Norway, a pop-up shop also opened at Oslo Airport Gardermoen in December 2022. The aim of the Moomin shops in the country is to become a destination for Moomin fans throughout Norway and for foreign tourists. “Norway is the market where we have the highest growth in the Nordics, so it is an exciting market and we look forward to opening our own Moomin shops in Norway,” says Kristin Tjulander, Nordic Commercial Director at Rights & Brands.

Barnes & Noble brings Moomin to the United States

MOOMIN Marking Moomin Characters’ first significant foray into the US, Barnes & Noble is set to make Tove Jansson’s literature widely accessible to American audiences, both in stores and online.

“I have long been an admirer of Tove Jansson’s creative spirit and the inspiring world she created with the Moomins, stories that still to this day resonate deeply with readers of all ages,” said James Daunt, CEO of Barnes & Noble. “Jansson’s life story, her literature, and her art are meant to be celebrated and enjoyed by all, and we at Barnes &

Noble couldn’t be more pleased to have the opportunity to bring Jansson’s work to American audiences.”

Barnes & Noble will feature nearly a dozen of Jansson’s iconic children’s books from the Moomin series alongside her most popular adult novels, available on the bookseller’s e-commerce platform and in select stores nationwide. Barnes & Noble will also feature a curated selection of Moomin gifts and lifestyle products, ranging from the best-selling and highly collectible Moomin mugs to Moomin notebooks, home goods, and more, in 21 stores across the country.

Akademibok handeln x Carl and Karin Larsson

This spring Swedish book retailer Akademibokhandeln launched their big design collaboration of the year: an exclusive collection with a wide range of products with motifs by Carl and Karin Larsson. The series is developed in collaboration with the publisher Bookmark, The Carl Larsson Estate and Rights & Brands.

Customers will find motifs from Carl Larsson and art from textiles by Karin Larsson on products such as notebooks, puzzles and calendars under Akademibokandeln’s private label Kollektion Stora A. Akademibokhandeln, which is part of Bokusgruppen, has about 100 shops in Sweden and an online shop on akademibokhandeln.com.

“We are so proud to see two of the most famous and beloved artists on our products. We hope and believe that our customers will appreciate it as much as we do,” says Cecilia Oseroff, Category Manager at Bokusgruppen.

Carl and Karin Larsson were active in Sweden at the turn of the century. Their art worked in strong symbiosis, as Karin created the textiles and environments that Carl depicted in his paintings. Through their art, Carl and Karin became two of Sweden’s most famous creators.

“To be able to design and produce these products in Akademibokhandeln’s design collaboration with motifs by Carl and Karin Larsson is a milestone for Bookmark. Attaching such an inspiring project to a leading title such as Ett hem: Carl & Karin Larssons värld creates a unique chance to reach out, says Bookmark’s Publishing Manager Claes Ericson.

CELEBRATING 80 YEARS OF MOOMIN

Moomin celebrates 80 years in 2025. During the anniversary year, Rights & Brands will highlight some of the qualities that make the Moomin brand and stories so unique. The mai n t heme of the year is “a sense of belonging”.

The first Moomin novel, “The Moomins and the Great Flood”, was written at a difficult time. The Second World War raged across the globe. Thousands upon thousands of people lost their homes and were forced on long and difficult journeys in search of shelter.

Tove Jansson, at the time a promising young painter, feared for her brothers and friends at the front. She was filled with a sense of hopelessness and despair. The future looked very uncertain. “Painting felt futile when the whole world was in turmoil. The colours died, everything turned to grey,” Tove Jansson described it.

To comfort herself, Jansson started writing a fairy tale as a form of escape. One thing she was certain about: it was not going to be about princes and princesses. Instead she chose to write about the little trolls she used as a signature, the kind of creatures that live under floorboards, on top of cupboards or behind stoves. The kind of creatures we usually might not take any notice of.

IN THE MOOMINS AND THE GREAT FLOOD, two trolls, Moominmamma and her son Moomintroll, find themselves lost deep in the dark and dangerous forest. Moominpappa is missing. They have nowhere to sleep and no option but to carry on searching for shelter. The reader follows them on their voyage through the forest and across the stormy sea, as they encounter countless dangers along the way. Having survived a great flood and many dreadful things, they are rescued and re-united with Moominpappa. Together they finally arrive in a luscious, beautiful valley. There, in the midst of a meadow is a house, tall as a stove, very elegant and painted blue. The house is of course the Moominhouse and it stands at the centre of what will become Moominvalley. The house is the foundation upon which the Moomin family build their whole way of life, and the starting point for all their future adventures.

The door to the Moominhouse is always open to all strange creatures that might come knocking. For the Moomins, family is a flexible concept. On the journey they’ve adopted the little creature Sniff. Others will follow. The mischievous Little My, the nomadic Snufkin and the charming Snorkmaiden. Each with their own distinct personality, each with their own way of living, and each with their own faults.

The house offers shelter, comfort and security to all that seek it. It is in essence the house that enables the Moomins and their extended family to couragesly embark on their astonishing adventures. They can be free-spirited and fearless, because they know that at the end of a journey they have safe place to return to, a place to call home and a place where they belong. These are universal needs as true today as they were 80 years ago.

This is the theme that Rights & Brands wants to focus on for Moomin 80 – a story about belonging and inclusiveness. Several major projects for the anniversary year are already in the works and Rights & Brands looks forward to adding more as 2025 approaches.

“And there in the valley they spent the whole of their lives”

FROM THE MOOMINS AND THE GREAT FLOOD

1. Moomin mug, Yamaka Shoten. 2 Owl art print, Teemu Järvi illustrations. 3. Moominhouse lantern, Skultuna. 4. Moomin candle, Lyko. 5. Moomin art book, Mischievous Nature, IDEA Books. 6. Carl & Karin Larsson lamp, PR Home. 7. Stig Lindberg “Poême d’Amour” pillow, Granit. 8. Flåklypa thermal flask, Inspirasjon. 9. Little My towel, Moomin Arabia. 10. Stig Lindberg card deck, Granit. 11. Moomin pet bowl, Muurla.

The story

BRAND

Moomin

LICENSEE

Boyhood

TERRITORY

Selected territories in Europe, Asia, North America

BACKGROUND

Boyhood Design is a Danish design company founded by Jakob Burgsø known for its high-quality interior items made of solid wood. Burgsø’s passion for woodwork derives from his childhood: “I found my passion in life thinking back to my childhood. I always joined my dad in his workshop and found calm in creating something with my hands.”

Jakob Burgsø has grown up with the Moomins himself as his mother used to read Moomin stories to him, and now he is doing the same with his own children.

DESCRIPTION OF THE COLLABORATION

The first figurine launched by Boyhood was Moomintroll. It comes in two sizes, one large which is 24 centimeters high, and one smaller version of 15 centimeters. Soon after Moomintroll, Snufkin was added to the collection. The Boyhood products are made of natural solid wood making each piece unique as the wood has small variations in the surface. Boyhood plans to grow the Moomin collection with several more characters in the coming three years.

CATEGORY

Home

TIMELINE

The first character to be launched was Moomintroll in October 2022. In 2023, Snufkin joined the collection.

RESULTS

Boyhood x Moomin has become hugely popular among Moomin fans, Boyhood’s Instagram post revealing Moomintroll received over 105,000 likes.

“I have always been very fascinated by working with wood and combining that with childhood memories like playing with paper planes, matchsticks, paper boats and balloon dogs felt like the perfect match.”

JAKOB BURGSØ, DESIGNER, BOYHOOD

Q&A

“I think Åhléns has successfully captured the right inspiration to create a collection that suits the present time. Carl and Karin’s home is a fantastic source for inspiration and creativity. Here you get a sense of home and it’s great that we can now spread this to more people. The connection to the artist couple and the estate is very clear, and every purchase of this collection will help support our cultural heritage.”

What are your favorite pieces from the collection?

“The porcelain with the plates and bowls.”

What are the thoughts behind it, how does the work of Carl and Karin Larsson live on?

“By creating these beautiful collections, I believe they are sparking curiosity among new and younger audiences. Hopefully, this will lead to new visitors to Karin and Carl's home in Sundborn.”

The Story

BRAND

Carl & Karin Larsson

LICENSEE Åhléns

BACKGROUND

The idea behind the collaboration was born in a desire to pay tribute to the artist couple Carl and Karin Larsson as well as their contribution to Swedish art and design culture.

Åhléns had the opportunity to visit the Carl Larsson estate Lilla Hyttnäs in Sundborn where Carl & Karin lived from 1889 to 1912. During the vist Åhléns discovered small details and motifs that later became the basis of each piece in the collection.

DESCRIPTION OF COLLABORATION

Carl and Karin Larsson’s lifestyle and interior inspired and fascinated the design team at Åhléns. With this collection they want to highlight both parties of the Larsson couple and draw attention to the creative magic they crafted together. Carl and Karin were far ahead of their time in terms of aesthetic, handcrafts, sustainability and a self-sufficient lifestyle – something that is very current to this day. Åhléns’ collection is suitable for the modern home, with distinguishable design elements from the Carl Larsson estate.

The board found on the porcelain in the collection is inspired by a painted rosette loop, where one of the rosettes is tied up and forms Carl’s signature. The rosette loop can be found in Karin’s bedroom at Lilla Hyttnäs and it was once a birthday gift to her from Carl.

CATEGORY

Home & Interior

TIMELINE

The full collection was launched at Åhléns stores and web shop during the summer of 2022.

RESULTS

The c/o Larsson collection took over the entrance at Åhléns flagship store in Stockholm, Åhléns City and was launched with a big event. The collection gathered a lot of press, including: Residence Magazine, Hus & Hem, Metro Mode, Aftonbladet and Elle Magazine.

THE WOMAN BEHIND ALFIE ATKINS

Last year we celebrated 50 years with Alfie Atkins – but who is behind this popular little boy? Meet one of Sweden’s most well-known authors and illustrators of all time, Gunilla Bergström. When she passed away in 2021 she left a whole universe that lives on. text

It seems like most people have their own favourite Alfie Atkins story. In Sweden people have grown up with expressions such as “I just have to” or “It’s good to be bored.” They have imagined themselves in Alfie’s helicopter, visualised a lion in their closet and pretended to fall asleep on the floor, just like Alfie’s father. For over 50 years Swedish author and illustrator Gunilla Bergstöm created characters from her studio in central Stockholm. But while millions of fans across the world have grown up with a small boy and his father, few know of the woman behind the books. When Gunilla Bergström passed away in August 2021, she had written and illustrated 26 Alfie Atkins books. The classic stories have been translated into 40 languages and sold 10 million copies worldwide.

SO WHERE DID the story begin? Gunilla Bergström grew up in Gothenburg, Sweden. Her love for drawing and telling stories started early on in her life. Her interest developed into a career and after completing a degree in journalism, she became a news reporter. She moved to Stockholm for work. A feature article on divorces for Sweden’s biggest tabloid newspaper turned into an idea for a children’s book – Mias pappa flyttar, published in 1971. The year after, in 1972, her first book about Alfie Atkins, Good Night, Alfie Atkins, was born.

Gunilla Bergström’s inspiration came from everyday life, and despite writing for children, her stories always had a sense of melancholy to them. Whether it was a pattern of a t-shirt, a night sky, imagination, or a piece of furniture, she was also a pioneer when it came to adding collage as storytelling in picture books –creating a sense of everyday mystery. As she herself wisely put it:

“Reality is fairytale enough! No princesses, adventures or spacemen! No flashy pictures and, above all, no pretty lies! I want to tell true stories about real people, just the way they behave in everyday life. Mini-dramas on a psychological level. It’s about mischief, about missing a friend, about being afraid of ghosts, about getting into fights, the end of Christmas … The kind of thing every child can recognise. But preferably there should also be room for something imagined, unexpected!”

After Bergström’s death, her family carries on her vision through her company Bok-Makaren, which continues to manage all the rights to her works. Together with partners such as Rights & Brands, they spread the stories to future generations, making the characters come to life through theatre, film, exhibitions, digital formats, and products.

ACCORDING TO ELISABET Granlund, partner and COO of BokMakaren, there is keen interest from children and adults alike to continue their favourite Alfie Atkins stories with a physical soft toy, a puzzle or perhaps a bedset depicting their favourite character.

“We want to continue this tradition abroad and this is where we think the partnership with Rights & Brands will really help us,” Granlund says.

Despite leaving the company to her son, nephew and brother-inlaw 10 years before she passed away, Bergström was a very wise and stable sounding board, Granlund recalls, and describes a very curious person. “Gunilla had a passion for different subjects such as philosophy, psychology and science, and Alfie Atkins was her tool for figuring things out. It could be friendship, fears, and more philosophical questions such as: What is it like to have a friend who unfriends you, or not to have a friend at all? What is it like to have a pretend friend? What happens when you hit someone who is younger? How do you say sorry? These are questions we wrestle with every day.”

NOT BEING ABLE to sleep, feeling small or starting school, are some of the recognizable events Alfie Atkins go through, and these are themes that are as relevant today as when they were first written, 50 years ago. “It’s about being human,” explains Elisabet Granlund.

Gunilla Bergström (1942–2021)

Born in Gothenburg, Sweden.

OCCUPATION AND BACKGROUND

Author, journalist and illustrator. She is best known for the children’s books about Alfie Atkins. She produced 26 titles, which have been translated into 40 languages and sold in 10 million copies worldwide. Many of the stories have been adapted to film, television and theatre shows. In Gothenburg, you can visit The Alfie Atkins Cultural Centre, a creative place for children and their grownups, run as a non-profit organization.

Gunilla Bergström started out as a journalist for Swedish newspapers such as GT, Dagens Nyheter and Aftonbladet

Her debut as an author and illustrator came in 1971 with the children’s book Mias pappa flyttar, about a 7-year-old girl whose parents get divorced. Besides Alfie Atkins, Bergström’s other book series include Bill and Bolla, first published in 1978 – which is inspired by her daughter, diagnosed with autism.

BOK-MAKAREN

Bok-Makaren manages all the rights to the works of author and illustrator Gunilla Bergström and is owned by Gunilla Bergström’s son Pål Andersson, her niece Sofia Torell and her brother-in-law Michael Treschow. Together with their passionate partners, they are devoted to bringing the stories to future generations, making the characters come to life through theatre, film, exhibitions, digital formats, and products.

“Alfie and his father live in a high-rise somewhere in the world, is it Sweden or perhaps Germany? I don't know. Emotions and everyday life are quite similar, regardless of where you are. That timelessness allows us to continue working with Alfie Atkins into the future.”

ONE OF THE themes that Bok-Makaren has paid extra attention to is friendship. Since 2014 they have a collaboration with Stiftelsen Friends, a Swedish non-profit organisation that provides adults with research-based tools to prevent bullying among children and young people.

“Friends felt they had great educational tools for schools and sports associations, but they also realised that these issues start as early as preschool,” Elisabet Granlund says and mentions that Bok-Makaren and Friends have produced digital material as well as a special “Friendship box” available for all Swedish preschools together with publisher Rabén & Sjögren. “Together we saw a great potential for turning Alfie Atkins into a tool for addressing themes around friendship. We also launched the Friendship Day every third Thursday in October. The material, which is updated

© LISA THANNER

on a yearly basis, is connected to the Swedish curriculum, which makes it easy to work with.”

As of last year, the life and work of Gunilla Bergström has moved a little bit closer to home. After her death, her Stockholm studio was dismantled and moved to the Alfie Atkins Cultural Centre in Gothenburg where artist Tor Svae designed a new, child-friendly replica. Here visitors can take part of her world, complete with the blue wooden chair from where she sketched and wrote stories about Alfie Atkins. Above all, the work of a very dedicated author and illustrator emerges.

“BESIDES PENS, PENCILS and paper there was a lot of textile, yarn, and cut-outs from magazines for her collages, in her studio. There was also a notice board with wise words and quotes that inspired her. Spending time in here makes you understand how much was put into every word and every pencil stroke. In the book Alfie and The Soldier Daddy there is an ant and when you look into her research behind it you’ll understand the level of effort she put into every detail,” Granlund says. “She didn’t view herself as just an author or just an illustrator, but both. She was a true creator.”

“We are so happy for the collaboration with Rights & Brands. They have an understanding that the core gives life to a brand or character – in our case the books where the stories about Alfie Atkins are at the heart of everything we do. Based on Gunilla Bergström's work, we want to spread, extend and bring Alfie’s world to life, which is why the collaboration with Rights & Brands feels just right for us.”

– Sofia Torell, Gunilla Bergström’s niece.

1. The Beatles “Get Back” bracelet, Efva Attling. 2. The Beatles t-shirt, H&M. 3. Hans Arnold shirt, Dedicated. 4. The Beatles Collector’s 24-Pack Gift Set, Happy Socks. 5. The Beatles “Black Bird” Necklace, Efva Attling. 6. The Groke t-shirt, Makia. 7. Stig Lindberg “Salix” tote bag, Granit. 8. The Groke hat, Nordicbuddies. 9. Moomin sneaker, CCC Group. 10. Moomin dress, Papu Design.

Hans Arnold got his breakthrough as the “Master of horror” while illustrating short stories in Veckorevyn.

BRAND Moomin

LICENSEE Adidas

TERRITORY Worldwide

BACKGROUND

Adidas is a global leader in the sporting goods industry.

Headquartered in Herzogenaurach, Germany, the company employs more than 61,000 people across the globe and generated sales of €21.2 billion in 2021. The team at adidas was working on a collection that focused on themes of adventure, nature and fun and found that the Moomins were a perfect fit.

DESCRIPTION OF COLLABORATION

Adidas x Moomin is an adidas originals collection that spans apparel, footwear and accessories across kids, youth and womenswear. Each piece features an endearing illustration or subtle reference to the nostalgic characters, with a nod to their love of nature scattered throughout.

The collection features several iconic adidas sneakers dressed in Moomin artwork, the Adilette, adidas Superstar, Hyperturf, Stan Smith and Nizza high. Classic apparel pieces such as the adidas track suit for children, matching t-shirt and shorts and a dress and sweatshirts for women.

CATEGORY

Apparel & Accessories

TIMELINE

Adidas x Moomin was launched in March 2023.

RESULTS

Before the products were even launched, they had already received a lot of hype and press in outlets such as Hypebeast, Nicekicks, Sportskeeda and Sneaker News. The news was also featured in licensing press such as License Global and Licensing Magazine. The announcement of the products in Moomin channels was one of the most liked product collaborations of all time. Several items sold out just hours after launch in some countries.

We were creating a collection that focused on themes of adventure, nature and fun – there was no better fit than the Moomins! They embody these themes perfectly."

FRANCESCA STEVENSON, PRODUCT MANAGER, ADIDAS.

The Story

BRAND

Moomin

LICENSEE

Arket

BACKGROUND

Arket is a Nordic modern-day market and lifestyle destination offering essential products for men, women, children and the home. Arket is a part of the H&M Group and has flagship stores in countries such as China, France, Finland, United Kingdom, South Korea and Sweden. Nordic Stories is a concept by Arket that showcases collaborations with independent creators and cultural institutions from the Nordic region. For their fourth chapter, Arket wanted to highlight the works of Tove Jansson.

DESCRIPTION OF COLLABORATION

The capsule collection, The Worlds of Tove Jansson, marks the fourth chapter in Arket’s Nordic Stories. The collection is a celebration of the pioneering work and life of Tove Jansson as an outstanding artist, primarily recognised for her Moomin stories but equally significant as a painter, novelist, short story writer and political cartoonist.

Key pieces for women included a set of dress, blouse and trousers with all-over prints of evocative landscapes in black and white. The children’s collection featured a series of motifs from the Moomin world on sweatshirts, t-shirts, pants and a dress. For the home, black and white illustrations cushion covers, and a woven wool blanket produced by the Swedish woolen mill Klippan.

CATEGORY

Home & Apparel

TIMELINE

The Worlds of Tove Jansson was launched in all of Arket’s physical stores across Europe, China and Korea and at arket.com on November 10, 2022.

RESULTS

Several of the items in the limited collection sold out in a matter of hours after launch and are very sought-after.

“We are thrilled to present glimpses into the many different worlds that Tove Jansson created and captured as an artist. Speaking to both children and adults, she is a true cultural icon with a uniquely Nordic voice that continues to resonate with our lives, and we hope to introduce our customers to the richness of her work.”

KARL JOHAN BOGEFORS, BRAND AND COMMUNICATIONS DIRECTOR, ARKET

Take the Moomin train to Moominvalley Park

The new Moi! Moomin Hanno Wrapping Train by Seibu Railway in Japan is a train wrapped with Moomin characters on the 40 000 series vehicle. Moominvalley Park opened in 2019 and is located in Hanno, which is about a 40-minute train trip from Tokyo using the Seibu Railway. The routes of the Moi! Moomin Hanno train includes the Ikebukuro Line, Seibu Yurakucho Line, Sayama Line, Tokyo Metro Yurakucho Line, Fukutoshin Line, Tokyu Toyoko Line, Yokohama Rapid Transit and Minatomirai Line.

In addition to the special Moomindecorated train, commemorative tickets

featuring Moomin and his friends are also available. The commemorative ticket is a one-day ticket that lets travellers get on and off all Seibu lines for one day.

LINKOPING, SWEDEN Brand new detective house opens

This spring saw the opening of LasseMajas Deckarhus, The JerryMaya Detective house, in Linköping, Sweden. Based on the JerryMaya Detective Agency stories, created by author Martin Widmark and illustrator Helena Willis, visitors can step into the small town of Valleby and help Lasse and Maja solve various detective puzzles and missions.

“It feels exiting and incredibly fun,” says Magnus T Wetterö, CEO of LasseMajas Deckarhus.

The destination is mainly aimed at children between the age of 4 to 14 years old, but Wetterö explains that the target group is much wider than that.

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［大人］1,000 円

“We see the Detective house as the perfect family activity where no need of previous knowledge of the JerryMaya Detective Agency is needed, but for the real fans it will of course be something extra.”

SWEDEN Step into the world of Alfie Atkins

GOTHENBURG,

The children’s book character Alfie Atkins represents many positive values such as kindness, joy and curiosity. These values also permeate the Alfie Atkins Cultural Centre, which opened in 2012 in the Old Seed Shop at the Garden Society of Gothenburg. The Alfie Atkins Cultural Centre (Alfons Åbergs Kulturhus) is a non-profit organisation that contributes to children’s development through play and learning.

This is a place where curious children can play, learn, get up to mischief, climb and discover a building full of fascinating

things. Accompanying adults can enjoy the centre together with the children, sit down in the reading corner, have a snack in the café, or take on the role of Alfie Atkins’ dad or grandmother. On the way home they can also buy fun souvenirs from the gift shop.

The Alfie Atkins Cultural Centre has over 64,000 visitors a year and is open 361 days a year. The centre promotes children’s rights, equality and diversity. The vision is to be a leading children’s cultural centre where all children feel they belong, regardless of functional ability, language, origin and social situation.

HANNO, JAPAN

きっぷデザインA パターン（表面）

Success at BLE and Bologna Children’s Book Fair

The colourful and vibrant Moomin stand, presented by Moomin Characters and Rights & Brands, has been a cherished presence at two prominent fairs in 2022 and 2023, Brand Licensing Europe in the UK and the renowned Bologna Children's Book Fair in Italy.

Brand Licensing Europe is a fair that brings together the widest range of brands from Europe available for license for deal-making, networking and trend

spotting. In September 2022, Rights & Brands and Moomin Characters joined 250 other exhibitors within all areas of licensing from entertainment to brand, sports and art for three days at ExCel in London. This was the second time that the Moomin ABC-themed stand was in use at BLE. The eye-catching design gathered many spontaneous visitors, as the BLE version of the stand also features a Moomin Shop and a Rights & Brand’s section, highlighting

other brands such as Carl & Karin Larsson, Astrid Lindgren & Ilon Wikland and Stig Lindberg.

Additionally, Moomin and Rights & Brands also visited the esteemed Bologna Children’s Book Fair, an internationally recognised event that celebrates children's literature. Surrounded by a creative and inspiring atmosphere, the Moomin stand made its premiere in the licensing hall for 2023.

The unlikely team of Mamma Moo and Crow has gained global success, the books are translated into 30 languages.

1. Moomin puzzle, Dadway. 2. Bamse bracelet, PFG Stockholm. 3. Moominhouse build-up, DeAgostini. 4. Stig Lindberg “Berså” bib, Elodie Details. 5. Mamma Moo and Crow dress, Geggamoja. 6. Carl & Karin Larsson rocking horse, Kid’s Concept. 7. Bamse mug, Nordic Souvenir. 8. Moomin baby bottle, Richell. 9. Karlsson on the Roof tote bag, Voky. 10. The JerryMaya Detective Agency spy kit, Egmont Kärnan. 11. Findus plush, Martinex. 12. Carl & Karin Larsson Ludo game, Kid’s Concept.

The story

BRAND

Astrid Lindgren & Ilon Wikland

LICENSEE Polarn O. Pyret

TERRITORY Worldwide

BACKGROUND

For over 40 years, Polarn O. Pyret has specialized in making the highest quality, organic, unisex clothing for babies & children. One of Polarn O. Pyret’s core missions is also to encourage children and adults to take the time to read more and explore the world of fairytales, a message that can be helped by utilizing the strength of licensing collaborations.

DESCRIPTION OF COLLABORATION

By using Ilon Wikland’s illustrations from some of Astrid Lindgren’s most beloved stories, Polarn O. Pyret first launched a collection with Christmas and winter-themed artwork for children and babies. The second drop was a spring collection for SS23 in a vibrant color scheme. Both collections used Ilon Wikland’s original illustrations from the Astrid Lindgren stories The Children of Noisy Village (Barnen i Bullerbyn) and Lotta on Troublemaker Street (Lotta på Bråkmakargatan) . The items included sleepwear, sweatshirt, leggings and dresses.

In the brick-and-mortar stores, P.o.P decorated the shopping windows and entrances with cut-outs of illustrations, books, storytelling and photos of Ilon Wikland and Astrid Lindgren.

CATEGORY

Apparel Kids

TIMELIME

The first collection was launched in October 2022 and the second one in March 2023.

RESULTS

After some sneak peeks of the first collection, the anticipation from customers was huge, and several items sold out on the day of the launch.

The Story

BRAND

Moomin

LICENSEE

Viking

TERRITORY

Worldwide

BACKGROUND

Viking Footwear is a Norwegian footwear company founded more than 100 years ago. Viking is renowned for its premium, high-quality natural rubber boots and other shoes, made to enable an active life outdoors. Just like the Moomins, Viking loves exploring the outdoors with friends and family – making this a perfect brand collaboration.

DESCRIPTION OF COLLABORATION

Viking re-designed four of its most popular rubber boots models for children in Moomin artwork, all at their core protective and stylish. The sizes start from 19 and go up all the way to 35, allowing for children of all ages to find their new favorite boots from the collection. The boots are available with different Moomin artwork and prints – and come in several colour combinations.

The collection was launched with an influencer event at Junibacken, Sweden hosted by Viking Footwear’s ambassador Marie Serneholt.

CATEGORY

Footwear

TIMELINE

Viking’s Moomin collection was launched in the spring of 2023.

RESULTS

Several sizes and colours in the Moomin collection by Viking have sold out.

Q&A

Hello Ida Botnevik Fjell, marketing manager at Viking. Why is Moomin and Viking such a good match?

“Both Viking and Moomin love to explore and encourage children to be outside and enjoy the nature. Both companies have a strong Nordic heritage and a long history of design and production of quality items.” The campaign seems really playful, what was the idea behind it?

“It was a very easy choice of prints for our Moomin rubber collection. Vikings spring summer collection pictures Moomin and his friends doing all the things that every little explorer does wearing rubber boots during the

summer: Dancing and playing in the rain, exploring the beach, fishing, collecting shells, and going on exciting boat trips.” What are you hoping to achieve with a collaboration like this?

“Moomin is a charming and lovable character that we feel add the little extra touch to our rubber boot collection. Children and parents love him so he was a natural choice for us to work with on our kids shoes collection. We believe this collaboration is a way to create more awareness around our children’s shoes collection.”

TAKING A STAND FOR THE FUTURE

Rights & Brands has set up a tough agenda for 2023 and 2024, which includes everything from measuring CO2 to providing a material play book for licensees. The mission is to inspire and lead the way to a sustainable future.

text JONNA DAGLIDEN HUNT

During 2023 Right & Brand’s sustainability work continues. The company is prioritising this important and complex journey.

With over 800 licensees globally that produce and sell products, Rights & Brands wants to take responsibility and motivate licensees to make the right decisions and encourage all sustainability efforts. The ambition is to take a strong position and inspire the licensees to produce products with a small environmental footprint.

Together with Fredrik Wallenholm, Project Lead Sustainability and Consumer Insight, at Rights & Brands, the work includes a pilot project evaluating the footprint per product together with the Norwegian company Variable. “From this, we can calculate how much each product affects the environment. The sustainability work has been pushed by our licensees – we are continuously working on improving and

preparing to adopt to upcoming legislation together with our licensees,” Wallenholm says. Rights & Brands doesn’t deny the fact that putting new products on the market has a negative impact on the environment. The main goal is to minimise that negative impact and until that is fully possible, some of the licensees also use climate compensation as one of their tools. For instance, Moomin Characters has a partnership with offsetting company Lune and compensates for the emissions created by the licensing business.

DURING 2023 RIGHTS & Brands, together with Research Institutes of Sweden (RISE), will also produce a circular design guide and sustainable material playbook. The aim is to provide the licensees with knowledge and inspiration to create more sustainable products. “I look forward to seeing all these initiatives in action. Hopefully we can contribute to new ways of thinking and developing products,” Wallenholm says.

© ROSALINA AHOLAINEN

Delipap – carbon-­neutral diapers

Hello Tomi Siren, Growth Director at Delipap. What makes these diapers so sustainable?

“Over 40-years of research and development and practical know-how has transferred from generation to generation in the family-owned company, Delipap. We are using all this experience to make the Muumi Baby diapers the best diapers possible and as environmentally sustainable as possible. This means using only the purest and safest raw materials which are sourced responsibly, manufactured with only renewable energy in Finland’s only diaper factory. We are constantly engineering our diapers to minimize our CO2 footprint and finally compensating the remaining amount by favoring Gold Standard-certified projects under the UN Climate Neutral Now program.”

Do you have any exciting plans going forward?

“We understand the hectic – yet the most rewarding - period of which many parents are going through, so we want to make sure they can make the best choice for their baby and still knowing that the diaper’s environmental impact is considered and minimized throughout the value-chain.

We continue on delivering our promise ‘soft on your child and our planet’ by constantly making our Muumi Baby diapers better and working on new sustainability initiates to support, for example, biodiversity.”

Why is Delipap and Moomin such a good match?

“The collaboration with Moomin started over 30 years ago, when similarities in the values of the Moomin stories and our company were recognized. These values: equality, tolerance, and respect for nature, have been important values for us since the beginning and continue to guide our company into the future. We’re looking forward to celebrating the 80-year old Moomins and our long partnership in 2025.”

1. Moomin gingerbread cookies, Annas Pepparkakor. 2. Moomin potatoes, Tuorekartano. 3. The Smurfs soda, Sinebrychoff. 4. Moominmamma Strawberry tea, Ohashi Chinmido. 5. Carl Larsson cheese, Ockelbo Ost. 6. Moomin chocolate biscuits, Fazer. 7. Moomin fruit pastilles, Fazer. 8. Moomin coffee, Bergstrands Kaffe. 9. Moomin candy egg, Zaini. 10. Moomin summer cookies, Cervera.

Moomin was nominated for Best Licensed Brand in the 2023 Licensing International Excellence Awards.

The story

BRAND

Moomin

PARTNER/LICENSEE

Mary Chocolate

TERRITORY

Japan

BACKGROUND

Mary Chocolate is a Japanese company founded in the 1950s that specialises in high-quality chocolate, candy, cookies, dessert sweets and more. The company has been collaborating with the Moomin brand for over nine years, often designing creative holiday-themed collections.

DESCRIPTION OF COLLABORATION

In time for Valentine’s 2023, Mary Chocolate decided to launch a limited-edition collection of Moomin branded sweets. The collection featured different tins and pouches filled with chocolate and biscuits. One of the items was the Little My Chocolate box which was only sold online. It contained 9 chocolate pralines with tastes such as vanilla, almond, strawberry and pistachios. The other tin is decorated with an image of Little My spraying water on the Hattifatteners. The box was filled with delicious chocolate wafers with cocoa cream and strawberry wafers filled with white cream.

TIMELINE

The limited edition Valentine’s collection was launched in stores in January 2023.

RESULTS

The collection was launched with a competition where fans were asked to answer the question: “Who in Moominvalley would you like to eat chocolate with?" The answers were given by posting photos on Instagram using the hashtag #MoominValentine2023 in Japanese.

“With Berså Terra Alta, Stig Lindberg's classic design is combined with a personal and genuine quality wine. It provides a distinct expression of the elegant Garnacha Peluda grape and the intriguing wine region of Terra Alta. With Berså Terra Alta, we allow Stig Lindberg's timeless pattern to live on in a completely new form.”

CHARLOTTA ANKARCRONA, MARKETING MANAGER, CONTEMPORARY WINES.

The story

BRAND

Stig Lindberg

LICENSEE

Contemporary Wines

TERRITORY

Sweden

BACKGROUND

Stig Lindberg is one of Sweden’s most celebrated designers. For four decades he worked at Gustavsbergs Porslinsfabrik as, among other things, artistic director, ceramicist, and designer. In 1961, the porcelain series Berså was designed, which would become a symbol of the Swedish public home. The Berså pattern consists of illustrations of birch leaves, as Lindberg grew up in “The city of birches”, Umeå.

DESCRIPTION OF COLLABORATION

For this collaboration, Contemporary Wines chose to work with perhaps the most famous design Stig Lindberg ever created, Berså. The wine is named Berså Terra Alta and is launched by Contemporary Wines in close collaboration with Stig Lindberg’s son, Lars Dueholm-Lindberg. Berså Terra Alta is the first wine ever to highlight a historic Swedish designer.

CATEGORY

Food & Beverage

TIMELINE

The wine was launched at Systembolaget’s online sortiment in August, 2022. The wine quickly sold in impressive quantities and was therefore introduced to every second Systembolaget store in the beginning of November, 2022.

RESULTS

The number of orders for the wine has far exceeded expectations and the hopes are now to get the wine in the regular assortment at Systembolaget during 2023.

Berså Terra Alta has also received a lot of press, including Vinguiden, Svenska Dagbladet SvD, Livets Goda, Trendenser, Trenspanarna, Dagens PS Mat & Vin, Teknikveckan and Vinbanken.

New Moomin books for the next generation

Releasing this autumn: the tenth Moomin picture book in the stunning series by Bonnier Carlsen.

BONNIER CARLSEN, SWEDEN’S leading children’s book publisher, has created an impressive collection of Moomin picture books to lead and guide a new generation of readers to the Moomins. This autumn, the publisher brings out the 10th instalment of the series, Thingumy and Bob in Moominvalley, illustrated by Maya Jönsson.

Since 2018, the Swedish publisher has been developing the lovely picture books to introduce the world of Moominvalley, its characters, and values, to young readers who may not yet be familiar with Tove Jansson’s creations. These new, stunningly illustrated books are based on Jansson's classic stories and convey in both text and image the wisdom, love, and magic found in the Moomin world.

Faithful to their source, Bonnier Carlsen has picked both novels and short stories from the author’s Moomin stories to adapt them into contemporary versions. The classics are interpreted into more simplified narratives, while maintaining Jansson’s effortless style. The texts stay faithful to the original portrayals of the characters as they adventure in Moominvalley. The series of picture books returns to Tove

Jansson’s original art style using watercolour and ink. The artwork for the Bonnier Carlsen range is a wonderful demonstration of the power of pictures in storytelling. It is Moomin storytelling that gives us a wonderfully unique world with mystical features and with the most beautiful nature. The artists working with the visually captivating picture books, have managed to create illustrations that feel as if they bring the pages to life.

The foreign rights for this enchanting picture book series have been sold to 20 languages to date.

Award-winning Icelandic author Arndís Thórarinsdóttir joins Rights & Brands

IN 2022, RIGHTS & Brands Literary Rights signed its first Icelandic author, Arndís Thórarinsdóttir, with whom the agency now covers a broader scale in Nordic author and book representation.

Arndís Thórarinsdóttir is an award-winning Icelandic writer and translator who joined Rights & Brands with her novel Somersault (in Icelandic Kollhnís), which is a story aimed at middle-grade readers. The author and poet has written many children’s books, and her work together with author Hulda Sigrún Bjarnadóttir have been published in Denmark, the Netherlands and Russia.

After coming on board, Somersault received a notable amount of attention. In December 2022, it was announced that Thórarinsdóttir’s novel is nominated for two prestigious literary prizes in Iceland: The Icelandic Literature Prize and the Icelandic Women’s Literature Prize. The book was recognised for the children’s and young adult categories, and Somersault was awarded both prizes, the first in January and the second in March 2023.

The attention did not stop there: in April, Somersault was nominated for this year’s Nordic

Council Children and Young People’s Literature Prize, being recognised more broadly as a significant piece of Nordic literature. This was soon followed by an important local nomination for Arndís when her book was nominated for the Reykjavík Children’s Book Award, which Somersault also won. This was the third year in a row that Arndís was nominated, now taking home the prize.

SOMERSAULT HAS BEEN celebrated for its remarkable way of presenting the theme of autism through a sympathetic main character. It follows 12-year-old Álfur, an ambitious gymnast, who feels that his family life completely changes after his little brother Eiki is diagnosed with autism. The narrative reveals that Álfur is an unreliable storyteller who does not realise the depth of the issues and challenges that the closest to him experience. The Nordic Council states in their review that “Thórarinsdóttir’s disciplined narrative style employs humour and love to artfully reveals how the narrator’s strong emotions distort his view of the people he admires.”

The New Scandi crime duo

CELEBRATED CRIME WRITER Sofie Sarenbrant and award-winning journalist Carina Bergfeldt are the new stars on the Scandi crime scene. Their first book The Birthday is published in September 2023.

The suspenseful narrative of The Birthday follows an ex-wife, a father, and the new stepmother, as they gather to celebrate 7-year-old Samuel’s birthday. The cake is ready, candles are lit and the little crowd heads to the birthday boy’s room to wake him up, singing Happy Birthday. But as the door opens, the singing stops: Samuel’s bed is empty, the window is open.

Police are quickly called to the house and the search operation begins, surrounded by a media circus. As the hours go by, questions and suspicions arise and the tension between the ex-wife, the father and the stepmother escalate. Their stories don’t add up - what really happened the night before?

The Birthday is a perfect read for fans of psychological thrillers, a story about deceit, secrets and lies – and about every parent’s worst fear. Sarenbrant’s and Bergfeldt’s highly

anticipated joint debut novel came about rather haphazardly. Carina Bergfeldt says: “I had a true-to-life dream: My friend Sofie and I had left our husbands and children behind and gone on a writer’s trip together. In one week, we wrote a book. When I woke up, I called Sofie to tell her about my dream, and she immediately said: ‘we're going now’. And so, we did.”

Bergfeldts’s friend and now co-author Sofie Sarenbrant explains: “I never thought I would write a book with someone else. When Carina called, a suddenly irresistible opportunity presented itself. It was the best writing week of my life! Why haven't I shared authorship with someone else before? You become twice as creative and have twice as much fun when you write together.”

The fruitful cooperation has raised a buzz worldwide, with film rights already sold to Nordisk film. Fans of the duo won’t need to wait long for a second helping of this moreish scandi crime - Sarenbrant and Bergfeldt are already writing the stand-alone follow-up, Good Friday, planned to publish in 2024.

The authors

SOFIE SARENBRANT (b.1978) made her literary debut in 2010 and has since become one of the biggest crime authors in the Nordics. She is best known for her modern and creative series following police detective Emma Sköld and her team in Stockholm. The series has been translated into 17 languages and sold over 5 million copies worldwide, to date. Sofie was awarded the prestigious prize Swedish Crime Writer of the Year in 2019, 2020 and 2022. In 2022, she made her debut as a children’s book author with the celebrated and heartwarming middle grade series Mira & Moon.

CARINA BERGFELDT (b. 1980) s a journalist and author. She hosts her own talk show, Carina Bergfelt, at SVT, Sweden’s national television. She has also been SVT's US correspondent and worked several years as a reporter and columnist. She has been awarded the Great Journalist Award and Kristallen television award for Best TV personality. Carina Bergfeldt has published three books prior to her collaboration with Sofie Sarenbrandt, sold to 15 territories.

MAGNUS RAGNVID

Mouche friends &

Redefining the global knitting scene

LAINE PUBLISHING, FOUNDED in 2016 by Jonna Hietala and Sini Kramer is an independent, Finnish publishing house that mainly produces books and magazines on knitting.

What started as a small company of two women passionate about redefining the knitting scene has grown into one of the world’s most recognised and cherished independent book publishers.

Laine draws influence from the beauty of the everyday, cherishes sustainability and diversity and wants to create timeless publications that last a lifetime. The books are known for their stunning aesthetics and visual storytelling, and they feature the latest trends and techniques of modern knitting.

“Knitting is an international language, common for hundreds of millions of people around the world,” Jonna Hietala says. “The global knitting community is strong and reachable through social media, magazines and books –and that is why a small, independent publisher can gain a wide audience, if the product is spot on.”

One of Laine’s most popular products is the 52 Weeks series, which includes the books 52 Weeks of Socks, 52 Weeks of Shawls, 52 Weeks of Easy Knits and 52 Weeks of Socks, Vol. II They have sold almost 150 000 copies worldwide and have been translated into numerous languages.

52 Weeks of Easy Knits

52 Weeks of Socks

CINTHIA VALLET

Rights & Brands in place 18 of the world's top global licensing agents

LICENSE GLOBAL’S ANNUAL report on Top Brand Licensing Agents lists Rights & Brands as the number 18 licensing agent globally, making it one of the top licensing agencies in the world.

The report assesses the retail sales of the world’s leading brand extension agencies annually. The ranking is completed by retail sales data, based on sales of licensed products during the financial year 2022.

It’s tough competition: the report shows that the licensing industry is flourishing, with a growth of 10 billion US dollars from 2021 to 2022. In total, the top 20 licensing agents had a total revenue of an impressive $81,175,000,000 last year. This also shows the major impact that licensing agents have on extending brands to new markets.

Additionally, on the “the ones to watch” list the Moomin sub-agent The Point.1888 stands out as the one with the highest growth of all licensing agents – with a +415% growth compared to the year before.

LICENSING EXCELLENCE AWARDS Moomin nominated for Best Licensed Brand in 2023

The Licensing International Excellence Awards celebrates the best brands, licensed products and initiatives from the past year. In 2022, the awards received over 800 submissions from 20 different countries. The Rights & Brands collaboration with Skultuna and Moomin was then selected finalist for Best Licensed Product – Home Décor. This year, Rights & Brands are proud to announce that the Moomin brand was selected as a finalist.

“In 2022, Moomin had over $820 million in sales and 800 licensees worldwide, including Arket, Deagostini, KFC, Barnes & Noble, and Rovio Entertainment. Moomin has over three million followers across social platforms and connects with over 65 million fans each year,” parts of the motivation stated.

A golden tribute

ALFIE ATKINS GOLD COIN Gunilla

Bergström’s stories about Alfie Aktins have become a cultural treasure with 26 titles, translated into over 40 languages and read for generations. To celebrate the people helping Bergström’s work come to life they have been awarded the special Alfie Atkins gold coin. The awards ceremony took place this spring at The Alfie Atkins Cultural Centre in Gothenburg, Sweden, and some of the recipients included Björn Gustafsson, the original voice actor of Alfie Atkins, Tomas Alfredsson, director and creator of the new Alfie Atkins Book-Films and the actor Jonas Karlsson who narrates the book-films and audio books.

“Gunilla created one of Sweden’s most beloved children’s book characters,” says Sofia Torell, niece of Gunilla Bergström and board member of Bok-Makaren, which manages the rights to the Alfie Atkins works. “A cultural treasure that has been brought to life, extended and deepened through the artistic interpretations and efforts of several people. With this ceremony, we especially want to pay tribute to these people.”

The exclusive Alfie Atkins gold coin has been produced in a limited collector’s edition by Mynthuset Sverige with motifs from the very first story, Good Night, Alfie Atkins. The ceremony was organised by Bok-Makaren and the coins were handed out by board chairman Michael Treschow.

Swedish Crime Writer of the Year 2022

The winner for Swedish Crime Writer of the Year 2022 was announced during the Gothenburg Book Fair and we are pleased to present Sofie Sarenbrant as the winner of the award Swedish Crime Writer of the year 2022.

The award is completely data-driven and based on how popular, listened through and liked the three most recent books of Sweden’s crime writers have been during the past year. To qualify for a nomination, the author must have published a crime novel during September 2021 to August 2022.

“It really is an indulgence to have writing as a profession,” Sarenbrandt says. To come up with thrilling and socially critical stories that people long to read. And this award only makes me even more motivated. I always want to write a better book than the last one. Right now I am working on the manuscript for the next Emma Sköld.”

Sofie Sarenbrants three most recent crime novels includes The Parasite, The Soulmate and The Guardian Angel. In total she has sold over 4 million books in 15 different countries.

© MAGNUS RAGNVID

ALFONS ÅBERG

© Bok-Makaren AB

ARNIE ALLIGATOR

© Arne Alligator Brands Ab Oy

BAMSE © Rune A

THE BEATLES © Apple Corps Ltd, a BEATLES™ product

THE BEATLES –YELLOW SUBMARINE © 2023 Subafilms Ltd. A Yellow Submarine™ product

CARL & KARIN LARSSON, CARL LARSSON-GÅRDEN SUNDBORN

FLÅKLYPA BY KJELL AUKRUST

© Kjell Aukrust

HANS ARNOLD

© Hans Arnold

HIPPU BY OILI TANNINEN

© Oili Tanninen 1967

HÄLGE © Egmont

ILON WIKLAND & ASTRID LINDGREN

© Design Ilon Wikland AB

© The Astrid Lindgren Company

THE BROTHERS LIONHEART

Illustrations:

© Design Ilon Wikland AB, © The Astrid Lindgren Company

THE CHILDREN OF NOISY VILLAGE

Illustrations:

© Design Ilon Wikland AB, © The Astrid Lindgren Company

KARLSSON ON THE ROOF

Illustrations:

© Design Ilon Wikland AB,

© The Astrid Lindgren Company

LOTTA ON TROUBLEMAKER STREET

Illustrations:

© Design Ilon Wikland AB,

© The Astrid Lindgren Company

MADICKEN

Illustrations:

© Design Ilon Wikland AB,

© The Astrid Lindgren Company

RONJA, THE ROBBER'S DAUGHTER

Illustrations:

© Design Ilon Wikland AB,

© The Astrid Lindgren Company

SEACROW ISLAND (SALTKRÅKAN)

Illustrations:

© Design Ilon Wikland AB,

© The Astrid Lindgren Company

LASSEMAJAS DETEKTIV BYRÅ (*THE JERRYMAYA

D ETECTIVE AGENCY)

© Martin Widmark & Helena Willis

LITTLE ANNA © Tre Sandberg AB

PHOTO: SCANPIX/ TT

VEM?

MORE INFORMATION Scan to see the brand portfolio on our website

LITTLE PINK AND BROKIGA © Brokiga & Company AB

SARAH SHEPPARD © Sarah Sheppard

MOOMIN © Moomin Characters™

POPEYE © 2023 King Features Syndicate, Inc. ™ Hearst Holdings, Inc.

STIG LINDBERG

PURENORWAY PURENorway®

THE SMURFS 2023 – Licensed through I.M.P.S. (Brussels) www.smurf.com

LITTLE GHOST LABAN © Tre Sandberg AB

PETTSON & FINDUS © Sven Nordqvist

TOVE JANSSON © Tove Jansson

TEEMU JÄRVI © Teemu Järvi™

TUMMEN © Tre Sandberg AB

© Brokiga & Company AB

LOLLO & BERNIE © Lollo & Bernie

THE PHANTOM © 2023 King Features Syndicate, Inc. ™ Hearst Holdings, Inc.

MAMMA MOO AND CROW © Jujja Wieslander & Sven Nordqvist

MAXI & HELIUM © 2023 Lindrizia AB

Ylva Palmbäck Head of Legal ylva.palmback@ rightsandbrands.com

+46 76 879 74 97

roleff.krakstrom @moomin.com

+358 400 549 692

fredrik.rahka @rightsandbrands.com

+358 40 838 82 46

arvid.jansson@ rightsandbrands.com

+46 70 142 40 33

Kristin

Nordic Commercial Director kristin.tjulander@ rightsandbrands.com

+46 70 763 28 72

Elin Rydner Literary Agent

elin.rydner@ rightsandbrands.com

+ 46 76 947 70 40

mark.bezodis@ rightsandbrands.com

Anna Franzén Chief of Staff

anna.franzen@ rightsandbrands.com

+46 79 102 02 93

Anna

Retail & Sales Manager

anna.svenman@ rightsandbrands.com

+46 79 101 11 40

Anna-Karin Sallander Approval & Office Manager

anna-karin@ rightsandbrands.com

+46 70 417 72 84

Elin Larsson Digital Communication & Content Coordinator

elin.larsson@ rightsandbrands.com

+46 79 101 11 58

Ina Kråkström Business Coordinator & Legal Advisor

Ina.krakstrom@ rightsandbrands.com

+46 79 101 00 36

Jennie.brown@ rightsandbrands.com

+46 70 354 99 88

malin.karlsson@ rightsandbrands.com

+358 40 032 90 90

Martin

martin.hakansson@ rightsandbrands.com

+46 76 130 92 85

Roleff Kråkström CEO

Svenman

Tjulander

Håkansson Business & Royalty Controller

Arvid Jansson CFO

Malin Karlsson Legal & Administrative Coordinator

Mark Bezodis International Commercial Director

Jennie Brown Sales Executive & Legal Advisor

Fredrik Rahka COO & GM Literary Rights

RIGHTS & BRANDS

STOCKHOLM

Postal and visiting address: Rosenlundsgatan 31, 118 63 Stockholm, Sweden

Contact: info@rightsandbrands.com

RIGHTS & BRANDS HELSINKI

Postal and visiting address: Salmisaarenranta 7 L, 00180 Helsinki, Finland

Contact: info@rightsandbrands.com

RIGHTS & BRANDS OSLO

Postal and visiting address: Maridalsveien 87, 0461 Oslo, Norway

Contact: info@rightsandbrands.com

Japan

RIGHTS & BRANDS JAPAN CO, LTD

3-1-1 Kamiosaki Shinagawa-ku, Tokyo

141-0021, Japan

Tel: +81 364 56 46 77

Contact: Kumiko Ito, kumiko.ito@rightsandbrands.co.jp

China, Hong Kong & Taiwan

RIGHTS & BRANDS ASIA LIMITED

21/F Cornell Center, 50Wing Tai Road, Chai Wan, Hong Kong

Contact: Bianca Lee, bianca.lee@rightsandbrands.asia

SUB-AGENTS

Cyprus, Greece & Romania PARTNER PLUS CYPRUS LIMITED

11 Bouboulinas Street, Nicosia, Cyprus

Contact: Tina Stathopoulou, tina@partnerplus.gr

Germany, Austria & Switzerland

BAVARIA MEDIA GMBH

Bavariafilmplatz 7, 82031 Geiselgasteig,Germany

Contact: Luisa Kleinschmidt Luisa.Kleinschmidt@Bavaria-Media.de

Spain & Portugal

ART ASK AGENCY S.L

Port Ginesta, 603, ES-08860 Castelldefels, Barcelona, Spain

Contact: Maria Strid maria@artaskagency.com

South-East Asia & Australia (Singapore, Malaysia, Thailand, The Philippines, Australia, New Zealand, Indonesia, Vietnam)

MEDIALINK ANIMATION

INTERNATIONAL LTD

Suite 1001B, Tower I, South Seas

Centre 75 Mody Road, Tsim Sha Tsui East Kowloon, Hong Kong

Tel: +852 25 03 49 80

Contact: Noletta Chiu, noletta@medialink.com.hk

Korea SMC, SEOUL MERCHANDISING CO, LTD

5th Fl., Young Bldg.19, Nambusunhwan-ro 351-gil Gangnam-gu, Seoul 06266 KOREA

Contact: Jusung Lee, jusunglee@smckorea.com

Italy

MAURIZIO DISTEFANO ADVISORY S.R.L

Corso Garibaldi, 23 – 15057 Tortona (AL)- Italy

Contact: Maurizio Distefano maurizio@mdistefanolicensing.com

UK & Ireland

THE POINT 1888

The Fungalow, 32 Arnolds Avenue, Hutton, Brentwood, CM13 1EU, Great Britain.

Contact: Katie Wilkinson: katie.wilkinson@thepoint1888.com

The United States of America & Canada

KING FEATURES, A UNIT OF HEARST

300 West 57th Street, New York, New York 10019, USA 001 212.969.7583

Contact: Christina Nix Lynch, Christina.NixLynch@hearst.com

Israel, Gaza & the West Bank LDI LTD

2 Raoul Wallenberg St., Tel Aviv, 6971901, Israel

Contact: Keren Aloni-Carmeli, Keren@ldi.co.il

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