Rights & Brands Expands Role for Bamse in Scandinavia

Story House Egmont has appointed Rights & Brands as the master agent for Bamse, a children’s character recognized throughout Scandinavia. After four years of serving as a broker in the Nordic countries, R&B has earned the trust to represent Bamse as its master agent.

“Representing one of Sweden’s most cherished children’s brands is an honor,” says Kristin Tjulander, Nordic commercial director, Rights & Brands. “We have a strong network of licensees already doing exceptional work with Bamse, and we aim to further integrate the character into children’s daily lives by expanding into various product categories. Our primary focus lies in securing partnerships in the apparel sector, spanning everything from pajamas to winter wear and rain gear. We believe every child should have the opportunity to identify with Bamse, and we’re committed to making that a reality. Welcome the world's strongest bear to Rights & Brands."

In 2020, Story House Egmont appointed Rights & Brands as the licensing and literary agency to oversee Bamse’s global licensing and publishing rights. Formerly serving as a broker in the Nordics, Rights & Brands will now extend its role as a master agent for licensing rights to include Sweden, Denmark, Finland and Norway.

“We are very excited to extend our partnership with Rights & Brands and to continue carrying on the rich legacy surrounding Bamse,” says Malin Esaiasson, marketing manager, Story House Egmont. “Our joint ambition is to make the unique world of Bamse accessible to a wide audience, enabling even more children and families to experience and enjoy the wonders it has to offer. Rights & Brands and Story House Egmont will maintain a close and dynamic partnership, with Story House Egmont continuing to helm selected key licensing categories such as publishing, toys and entertainment.”