Nordic Brand Licensing Market 2016
Moomin among the 25 other Nordic creative brands meets with the international licensing partners, Nordic agents and creative industries’ developers in Helsinki during Nov 28-29th, 2016 in the event organized by Finland’s Agents and Managers in Creative Industries (AGMA).
On Monday, Tove Jansson’s niece, the Creative Director of Moomin Characters Ltd, Sophia Jansson, and the Managing Director of the company, Roleff Kråkström, spoke at the seminar in the keynote speech how the Moomin brand has developed from the licensing property to body of art.
Company’s strategy together with the new organization (the new publishing house and licensing agency) is based on the values Tove Jansson defined in her Moomin books in the 1940s-1970s. In licensing business Moomin Characters Ltd nowadays steadily trusts in the original artwork by Tove Jansson and not the animation series’ artwork that was used after the 90s.
From entertainment back to the art
During the presentation at the Nordic Brand Licensing Market, Jansson and Kråkström both highlighted the core values Moomin stories have. Aren’t tolerance, love, equality and the respect for nature and each other timeless and relevant both in business and in everyday life?