Today was the first day of the Oslo Design Fair at Norway Trade Fairs in Lillestrøm, where Sophia Jansson, Tove Jansson’s niece, gave a talk on the history of the Moomin, and why the brand has become so successful.
Moomin is one of the top 20 characters worldwide (Licensing biz, 2013). “An important reason for the growth we’re experiencing with Moomin, is a successful combination of renewal and the beautiful design reflecting Tove’s artistry,” says Sophia, who is an active spokeswoman and majority owner of Moomin Characters Ltd.
“Tove was always meticulous in her work, and wanted everything she created to provide additional value.Our designs therefore reflect Tove’s ideas about quality, and our style is based on the values symbolised by the Moomin universe,” she continues.
Moomin is putting a lot of effort into its presence at the four-day fair, the greatest single event promotion of an individual character in Norway. Moomin Characters Ltd and Bulls Licensing, global agent for Moomin, has invested as much as 500 000 NOK in this event. Oslo Design Fair is the biggest trade fair in the country, and a meeting place for the design and interiors business.
“I think the secret of Moomin’s success is that these stories are about timeless themes everyone can relate to, regardless of nationality, religion or geography,” Sophia Jansson says.
The first Moomin story was published in 1945, and since then the universe has expanded: Books, pictures, comics, animations, exhibitions, and a wide assortment of products are attached to the brand. 85% of Norwegians between 18 and 75 years old are familiar with Moomin – a brand people associate with friendship, tolerance, care, and family (market survey conducted by Ailes AB, 2015).
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.
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.
Rights & Brands is a 360 agency bringing Nordic rights to a global arena. Starting from a strategic base in Nordic literature and design, our platform is built on knowledge, passion and people. Rights & Brands use all aspects of character representation and branding, from publishing and PR to licensing, merchandising and digital. With a worldwide network of sub-agents and over 600 clients, our international insight and business capacity is unique.
Current representation includes Moomin, Tove Jansson Estate, Stig Lindberg, Oili Tanninen, Little Anna, Little Ghost Laban, Mamma Moo, Vesta-Linnéa, Hallahem and Funny’s Adventures.