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Moomin at Formex - a big success!

Press Release   •   Feb 05, 2016 10:07 GMT

Over 15 000 people visited the Moomin stand and the Moomin café attracted nearly 5000 customers during the Formex fair in January 2016.

“Bulls Licensing’s futuristic Moomin stand and Moomin Café were some of the highlights at Formex this year. The stand and the well-attended Moomin Café was a great example of how exhibitors can integrate branding and products in a new innovative way“ says Patric Sjöberg, CEO, Stockholmsmässan.

The press event in the Moomin café attracted over 200 journalists, listening to Sophia Jansson, Creative director of Moomin Characters and Tove Jansson’s niece, talking about the Moomin design story. Leni Valsta, Business Director for Regional Brands and Licensing at Fiskars, shared the Arabia Moomin mug story and and Roleff Kråkström, CEO of Moomin Characters, spoke of his view on the success of the Moomin brand and the plans for future.

Bulls Licensing would like to thank all licensees who participated and contributed to one of Moomin’s best branding activities in the Nordics so far. A special thank you to Arabia which generously contributed with over 2 500 Arabia Moomin sampling mugs for the give-away goodie bags.

All Moomin licensees exhibiting at the Fair has reported increased interest and demand for their Moomin products;

“We are proud and overwhelmed by the positive feedback from customers and visitors. It is wonderful to see how well-received this major branding and marketing investment actually was. We are hoping that this will inspire more joint activities with licensees and partners in the future” says Gustav Melin, Global Licensing Director, Bulls Licensing.

Formex is the largest meeting place for Nordic interior design and the January show was visited by 26 000 people – a mix of retailers, buyers, stylists and interior designers. The fair also attracted over 800 journalists.

About Bulls Licensing

Bulls Licensing is the worldwide agent on behalf of Moomin Characters Ltd. Founded in 1929, Bulls has built a solid track record in generating revenue from brand properties. With an established network of sub-agents and licensees, Bulls Licensing is currently working with approximately 500 companies including H&M, Finnair, Samsung and UNICEF.

About the Moomins

The Moomins were created by Tove Jansson, a Finnish pictorial artist and author. The first book "The Moomins and the Great Flood" was published in 1945. Tove Jansson wrote and illustrated nine novels, four picture books and hundreds of comic strips. Her books have been translated into nearly 50 languages. The first TV animation was created in 1969 and since then different animations have been aired in over 100 countries.

Moomin Characters Oy Ltd is the official body responsible for Moomin copyright supervision. All of the Moominvalley characters are globally registered trademarks.

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