King Features Gains Moomin Publishing Rights, Launches Baby Apparel

Moomin is getting a boost in North America.
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License Global

October 16, 2020


King Features Syndicate has announced a new licensed baby product collaboration and the addition of publishing rights for Moomin


 the literary and art-based brand by Tove Jansson celebrating 75 years in 2020. These new deals further expand the brand’s presence in North America and increase fans’ accessibility to Moomin products in the region.

King Features Syndicate is exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do business on an international stage. The event takes place Oct. 6-29. 

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As part of a global deal negotiated by Nordic licensing agency Rights & Brands, King Features has partnered with Reima, a world-leading kids’ activewear brand from Finland, to bring their Moomin Baby Kit for newborns to the U.S. market. Inspired by the Moomin characters, the collection includes a wardrobe full of the essential wear that babies will need during the first six months,

including 17 pieces of exclusive gender-neutral Moomin items. The Moomin Baby Kit is available directly on Reima’s 



In addition to growing Moomin in new categories in North America, King Features has also added publishing rights for Moomin to its slate and is expecting a lineup of exciting titles to come. 

“Moomin has been one of the world’s most beloved character properties for generations with a highly successful global licensing program,” says Carla Silva, vice president and general manager, global head, licensing, King Features Syndicate. “We look forward to introducing the next generation of families across North America to the classic heartwarming adventures of the Moomin family and their friends through fresh publishing and products.”

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