Bok-Makaren AB has appointed Rights & Brands to represent Alfie Atkins (Alfons Åberg) as the master agent worldwide for merchandising. With knowledge and experience of building literature-driven Scandinavian brands, Rights & Brands will develop a global licensing program for Alfie Atkins. 

The Alfie Atkins books, or Alfons Åberg as he’s known in the original Swedish titles, are written and illustrated by Gunilla Bergström. The first Alfie Atkins book was published in 1972. Since then, Alfie has been featured in animated TV series, feature films, audio books, theater shows and musicals.  

“We are incredibly happy and proud to represent Alfie Atkins as master agent,” says Kristin Tjulander, Nordic commercial director, Rights & Brands. ”With our vision to bring Scandinavian brands based on literature, art and design to a global arena, it feels natural to have Alfie Atkins as a part of Rights & Brands. Bok-Makaren is doing a fantastic job of developing high-quality content that we will build on when finding new partners and continue to develop existing ones.” 

“We have been curiously following Rights & Brands and have been impressed by their development and product launches of other Scandinavian cultural classics,” says Elisabet Granlund, chief operating officer, Bok-Makaren AB. “During a time when we are growing with new content such as film and theater, we look forward to developing the merchandising side with those who know it best.” 

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