Brand looking to raise licensing game with worldwide master agent Rights & Brands and UK sub-agent The Point.1888.
Successful character brand Moomin is looking to further raise its licensing game this year with the help of worldwide master agent Rights & Brands and newly appointed sub-agent, The Point.1888.
The licensing programme is one of many important activities marking the brand’s 75th anniversary this year, with Rights & Brands and The Point.1888 aiming to capitalise on the increased popularity and awareness that the new TV series, Moominvalley, is generating.
Having first ventured into brand licensing in the 1950s – with a range of handpainted mugs by creator Tove Jansson and her mother – Moomin now has an established global licensing programme with over 800 licensees worldwide.
In order to grow the brand further, Rights & Brands identified that the licensing activity would benefit from a retail-first perspective.
It is this retail-first brand extension model that has been one of the biggest drivers of The Point.1888’s 279% growth in the last 12 months.
“The Moomin brand is constantly growing, both in revenue and awareness and we are actively building on this momentum,” said Roleff Kråkström, ceo of Moomin Characters. “We are very impressed by The Point.1888’s extensive knowledge and experience of the retail industry – they are the kind of partner we need in order to expand the Moomin market share in the UK.”
Patrick Ullman, ceo of Rights & Brands, added: “At Rights & Brands we are reviewing our global strategies and sub-agency structures to maximise international presence. Appointing the Point.1888 is part of this strategy and we are looking forward to adding more creative retail partnerships to our Moomin offering, thanks to Will Stewart and his team.”
Will Stewart, md of The Point.1888, said that the agency is “so honoured to have been trusted with this opportunity”.
He continued: “Moomin is a heritage brand like nothing else, that is still loved for what it was and for the modern approach it now has. The brand slots perfectly into our current portfolio and we cannot wait to show you all what we have in store.”