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King Features to Rep Moomin in the U.S. & Canada


King Features Syndicate has inked a deal with Bulls Licensing to represent the classic literary and art-based brand Moomin for merchandise, advertising and promotions in the U.S. and Canada.

With Moomin’s 75th anniversary coming up in 2020, King Features is looking to bring the brand to apparel, accessories, stationery, art, novelty items and more. Created in 1945 by Finnish author and artist Tove Jansson, the Moomins are a carefree family whose adventures have been translated into over 50 different languages.

In addition to nine novels, Jansson has illustrated picture books and Moomin comics in collaboration with her brother, Lars Jansson, and penned songs inspired by the figures. The Moomins have also starred in TV shows and movies and have their own theme parks in both Finland and Japan.

The news of the deal with King Features Syndicate comes on the heels of yesterday’s announcement that the company will also be representing the Icelandic property Tulipop in the U.S. and Canada. Moomin is the latest addition to King Features’ portfolio of classic characters, including Popeye, Betty Boop, Cuphead, The Phantom, Flash Gordon, Mandrake the Magician, Archie Comics, Garfield and more.

“Moomin Characters has waited for many years and intentionally refrained from entering the U.S. market,” said Roleff Kråkström, CEO of Moomin Characters. “Our assumption has always been that we must find the right partner before we take on such a huge market. King Features is just the partner we have been looking for and shows that the long wait was worthwhile. We are now ready to pull up our sleeves and start working together with the King Features team. This is really exciting.”

“With Moomin’s 75th anniversary just around the corner, timing couldn’t be better to activate this charming and beautiful brand in the U.S. and Canadian markets,” said Carla Silva, VP and general manager, global head of licensing at Hearst. “For over seven decades, the Moomins have been one of the world’s most beloved, whimsical families. King Features is proud to announce the addition of this heartwarming property to our portfolio and we look forward to securing new partnerships for Moomin here in the U.S.”

“We are very happy to announce King Features as the Moomin sub-agent for the North American region,” said Gustav Melin, global licensing director of Bulls Licensing. “We have a long history of working together with King on other properties and are excited to have them on board with their knowledge of developing heritage brands. We look forward to building further Moomin successes together.”

About Alison Skilton

Alison Skilton is an associate editor of World Screen. She can be reached at


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