Fiskars Group joins Moomin Characters as a shareholder in Nordic licensing agents Rights & Brands with the aim of developing new global concepts.

License Global

September 8, 2021

2 Min Read

Rights & Brands, the licensing agents bringing Nordic brands to the world, and existing group shareholders Moomin Characters have announced a new strategic partnership with Fiskars Group. 

Fiskars, the new minority shareholder, joins Rights & Brands and Moomin Characters with the aim of producing new global consumer concepts together through licensing, retail and consumer-first strategy. 

“At Rights & Brands, we are very much looking forward to the exciting synergies we are creating with this new partnership,” says Patrick Ullman, chief executive officer, Rights & Brands. “R&B, Moomin and Fiskars jointly offer an extremely appealing mix of art, brand development, retail knowledge, territorial coverage and storytelling. Bringing together our respective networks, insights and know-how is set to completely re-write the path of licensing.” 

Fiskars Group currently acts as a licensee for Moomin Characters, having produced a popular Moomin tableware series, and now looks to build on the shared values of Nordic lifestyle and design through collaboration.  

“This is an outstanding moment for us,” says Nathalie Ahlström, chief executive officer, Fiskars Group. “Two iconic Finnish design powerhouses join forces to tap into new geographies beyond existing markets, thanks notably to the international network and licensing expertise of R&B. Our shared global ambition, values and love for Nordic lifestyle and design provide an excellent starting point for deepening our collaboration.” 

”The Moomin stories are essentially about the most important things in life, to anyone anywhere, anytime,” says Sophia Jansson, owner, creative director, Moomin Characters. “Respect for one another, family, love, compassion, tolerance, freedom and appreciating nature are key to the Moomins and to us as a company. Throughout our long, joint history, Fiskars Group has done an extraordinary job of transforming stories and artwork into enchanting and beautiful products. I am utterly excited about this new joint step towards a wider, international collaboration.” 

This new strategic partnership will expand the Rights & Brands reach even further after the agency established new collaborative partnerships and alliances with Nordic mainstays such as Rovio Entertainment Corporation and Gutsy Animations earlier this year. 



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License Global

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