Moomin Characters Expands Licensing Representation to South KoreaMoomin Characters Expands Licensing Representation to South Korea
Rights & Brands Asia gains exclusive rights to manage the Moomin brand in the South Korean market.
January 22, 2025

Moomin Characters has announced the extension of its partnership with its global master licensee, Rights & Brands (R&B), granting Rights & Brands Asia (RBA) exclusive rights to represent the Moomin brand in South Korea. This follows RBA’s success within Greater China and Southeast Asia, further expanding its footprint in Asia.
Created by Finnish author and artist Tove Jansson, the Moomins have charmed audiences for over 70 years with their whimsical characters and heartfelt stories. The brand’s global appeal continues to resonate across generations.
“We are excited to announce the expansion of our partnership with Rights & Brands Asia into South Korea,” says Roleff Kråkström, chief executive officer, Moomin Characters and Rights & Brands. “With their proven expertise in brand development and deep understanding of local markets, Rights & Brands Asia is well-positioned to enhance the Moomin brand and create meaningful connections with consumers in South Korea. We look forward to exploring new opportunities and engaging fans in this vibrant market.”
RBA’s expertise in developing successful licensing programs positions it well to enhance Moomin’s brand presence in South Korea. By leveraging its deep understanding of local market dynamics and a robust network of partners, RBA is ready to introduce an exciting array of Moomin-inspired products and experiences to fans across the country.
“Our expansion into South Korea marks a thrilling new chapter for us,” says Bianca Lee, chief executive officer, Rights & Brands Asia. “As a key trendsetting market in Asia, South Korea offers immense opportunities. We are excited to leverage synergies across our various markets, creating even more engaging experiences for our fans.”
The partnership comes as the Moomin brand celebrates its 80th anniversary in 2025. Plans for the year include showcasing the origins of the Moomin stories and their continued relevance today. Fans can expect new initiatives and experiences to mark this milestone.
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