The Astrid Lindgren Company adds Rights & Brands as master licensing agency

Effective 1 January 2025, Scandinavian agency Rights & Brands will become the licensing master agent for Astrid Lindgren’s characters – including Pippi Longstocking and Emil in Lönneberga – paving the way for new creative opportunities in consumer products.

The new strategic partnership will be aiming to refine each party’s strengths and create long-term value.

The collaboration reflects a common ambition for growth and creativity with the goal that Astrid Lindgren’s stories will continue to ‘delight, comfort and inspire’ new generations. Among the famous characters are Pippi Longstocking, Emil in Lönneberga, Ronja, the Robber’s Daughter, The Children of Noisy Village and Karlsson on the Roof.

“It’s with great pleasure and engagement that we begin our collaboration with Rights & Brands,” commented Max Hallén, ceo at The Astrid Lindgren Company. “For The Astrid Lindgren Company, this strategic decision is a clear expression of our ambition to strengthen the sale of consumer products further. We are convinced that the expertise and experience that Rights & Brands possesses will open doors for even more people to discover the worlds created by Astrid Lindgren. I look forward to contributing The Astrid Lindgren Company’s combined expertise in this close collaboration.”

Nils Nyman, chairman of the board at The Astrid Lindgren Company, continued: “Our long-term goal is to spread Astrid Lindgren’s timeless stories to as many people as possible and to preserve their power for many generations to come. With Rights & Brands, which already represents Tove Jansson’s beloved Moomin characters, there is a fantastic opportunity for these well-known Nordic brands to grow and strengthen together. This collaboration also builds on the successful partnership between The Astrid Lindgren Company, R&B Licensing, and Design Ilon Wikland AB.”

Roleff Kråkström, ceo and chairman of the board at Rights & Brands, added: “We are truly honored and excited to represent Astrid Lindgren’s characters alongside Moomin. We see great potential in this collaboration, and it will also position Rights & Brands as one of the largest agencies within art, literature and design globally.”

As part of the partnership, Jenny Adamsson from The Astrid Lindgren Company’s licensing team will join Rights & Brands.

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