Sophia Jansson, creative director of Moomin Characters, will give the keynote address at Brand Licensing Europe's Licensing Academy Oct. 14.

April 6, 2018

2 Min Read

Executives from the Finnish brand to share brand strategy and future plans.

Sophia Jansson, creative director of Moomin Characters and niece of Moomin creator Tove Jansson, will give the keynote address at Brand Licensing Europe's Licensing Academy Oct. 14.

Brand Licensing Europe will take place in London, Oct. 13-15.

Finnish artist, illustrator and author Tove Jansson created the Moomins in 1945. Over the years Moomins saw global success, but that success had a down side. Licensing and merchandising took over the brand, and by the early '90s the classic characters were more associated with colorful Japanese animations than Tove Jansson’s original works of art. Sophia Jansson joined the family company in 1997, and with a new strategy turned the business around, returning to the core values of the original books. Now, as the Moomin brand celebrates its 70th anniversary, it boasts more than 600 licensees worldwide.

In the keynote address, which is free to attend and will take place at 12:30 p.m. GMT, Sophia Jansson will share the story of the Moomin brand journey, joined by Roleff Kråkström, chief executive officer of Moomin Characters, and Gustav Melin, global licensing director at Bulls Licensing. They will also offer insights into the Moomin strategy, brand development and future plans for this classic brand.

“I feel very honored to have been asked to share my experiences with the Moomin brand at BLE this year," says Sophia Jansson. "It is really great to recount the brand’s journey over the years to such an international and knowledgeable audience of experts in the licensing field.”

The keynote is part of the Licensing Academy program of talks and seminars, which are free to attend for all BLE visitors.

“The Moomins’ brand journey is fascinating; from the first books in 1945 and dolls a few years later through to the present day and its impressive position amongst worldwide brands," says Darren Brechin, event director, BLE. "We are delighted to help celebrate the 70th anniversary with a showcase at BLE, and look forward to hearing the future plans for this beautiful and much-loved brand.”

For more details on Licensing Academy and to register to attend Brand Licensing Europe, visit

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