New Moomin Apparel is on the Way

EUROPE–Moomin Characters has signed on two new apparel licensees–Smith & Brooks and Roy Lowe & Sons–to develop new collections inspired by the classic Finnish characters.

April 6, 2018

New Moomin Apparel is on the Way

The inhabitants of Moominvalley will be showcased across babywear, girls’ apparel and socks in the U.K.


Caroline Mickler, the brand’s U.K. licensing agent, brokered the deals.

First, Smith & Brooks will produce a line of babywear and nurserywear, as well as girls’ apparel. The upcoming range will include layettes, girls’ t-shirts, sweatshirts, leggings and hats. Meanwhile, Roy Lowe & Sons will develop a collection of girls’ and women’s socks.

Both ranges, which will showcase a variety of Moomin characters, will launch in spring 2018 at supermarkets, specialty retailers and high-street apparel retailers.

Additionally, Caroline Mickler has tapped Puffin to develop a publishing program for the brand, as well as Aurora for licensed plush.

“Two more highly regarded names in the world of children’s and adults’ apparel are now part of the continuing expansion of the Moomin brand into apparel across all age groups,” says Mickler. “These

significant new licenses underline the enormous popularity of the brand and the likelihood of many more license awards in the coming years.”

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