King will represent the literary and art-based brand for merchandise, advertising and promotions. In the licensing space, King will also look to leverage the Moomin brand for the apparel, accessories, stationery, art and novelty verticals.

Created in 1945 by celebrated Finnish author and artist Tove Jansson, Moomin is beloved by millions of fans around the globe. With the brand’s 75th anniversary quickly approaching in 2020, King Features is looking to bring Moomin to apparel, accessories, stationery, art, novelty items and much more.

“Moomin Characters has waited for many years and intentionally refrained from entering the US market,” says Roleff Kråkström, chief executive officer, Moomin Characters. “Our assumption has always been that we must find the right partner before we take on such a huge market. King Features is just the partner we have been looking for and shows that the long wait was worthwhile. We are now ready to pull up our sleeves and start working together with the King Features team. This is really exciting.”

Created in 1945 by Finnish author and artist Tove Jansson, Moomin has evolved into a multimedia brand with nine novels, comics, television shows and theme parks. The creation follows the exploits of animated characters Moomins as they explore their unique home of Moominvalley.

King’s partnership with Moomin adds to their extensive animated portfolio which includes characters such as Popeye, Betty Boop, Cuphead, The Phantom, Flash Gordon, Mandrake the Magician, Archie Comics and Garfield.