Moomin Expands in U.S. with New Licensing Partnerships


Hearst’s King Features Syndicate, the U.S. agent for the Moomin brand, has signed a slew of new licensing partners to set the stage for the brand’s 80th anniversary next year.

The current consumer products program in the U.S. includes plush from Aurora World, apparel and accessories from Goodie Two Sleeves and greeting cards from Tree Free Greetings, among others. New products debuting soon are Nendoroid vinyl toys from Good Smile Company, mobile phone accessories from Hamee US and stationery kits from Pie International.

Additionally, Clöud Café will launch a Moomin-inspired specialty beverage in time for the 2024 holiday season, and dearcloud is set to debut Moomin products in the beauty space in January 2025.

These add to the program that, in addition to products from Aurora World, Goodie Two Sleeves and Tree Free Greetings, features items from Nordic Buddies (headwear, coin purses, socks, T-shirts and wallets) and Pintrill (pins and tote bags).

The expansion of the U.S. consumer products program sets the stage for Moomin’s 80th anniversary in 2025, which will be marked by a global campaign inspired by the slogan, “The door is always open.” The celebrations will begin in October with a new Tove Jansson exhibition at the Helsinki Art Museum in Finland, which will then tour abroad in summer 2025. New artwork and style guides will be unveiled and a special anniversary edition of The Moomins and the Great Flood—Jansson’s first Moomin book, written in 1945—will feature an essay encompassing the Moomins’ origins and the theme of refugees and what “home” means.

The anniversary celebrations will also include new content, including stories relating to the anniversary’s key themes, as well as releases from the archives, an extension of Moomin’s existing partnership with the International Red Cross to raise funds for charities around the world, a global competition inviting fans of all ages to create their own version of the Moominhouse and anniversary-themed social content.

The Moomin brand was introduced to American audiences via King Features and Moomin Characters’ partnership, which began in 2019. The brand received the 2024 Licensing Excellence Award for Best Licensed Brand in the publishing, stationery and social expression category during the Las Vegas Licensing Expo.

“Tove Jansson created an incredible world that champions friendship, kindness, equality and adventure, which has made Moomin one of the most beloved children’s properties around the globe,” said Christina Nix-Lynch, senior director of licensing at King Features. “We are thrilled to welcome American fans into this world through the books and so many unique product offerings and look forward to bringing them even more Moomin-inspired collaborations as we celebrate its 80-year legacy in 2025.”