Licensing News

Moomin’s Presence in North America Grows with a New Apparel Collaboration and King Features Acquisition of Publishing Rights

King Features-Moomin

King Features Syndicate, home to some of the world’s most popular entertainment characters, announced a new licensed baby product collaboration and the addition of publishing rights for Moomin, the classic literary and art-based brand by Tove Jansson celebrating 75 years in 2020. These new deals further expand the brand’s presence in North America and increase fans’ accessibility to Moomin products in the region.

As part of a global deal negotiated by Nordic licensing agency Rights & Brands, King Features has partnered with Reima, a world-leading kids activewear brand from Finland, to bring their Moomin Baby Kit for newborns to the U.S. market. Inspired by the carefree and adventurous Moomin characters, the collection includes a stylish wardrobe full of the essential wear that babies will need during the first six months, including 17 pieces of exclusive gender neutral Moomin items. The Moomin Baby Kit launches today in the U.S. and is available directly on Reima’s website.

In addition to growing Moomin in new categories in North America, King Features has also added publishing rights for Moomin to its slate and is expecting a lineup of exciting titles to come.

“Moomin has been one of the world’s most beloved character properties for generations with a highly successful global licensing program,” said King Features Vice President and General Manager, Global Head of Licensing, Carla Silva. “We look forward to introducing the next generation of families across North America to the classic heartwarming adventures of the Moomin family and their friends through fresh publishing and products.”


Moomin already has an extensive fan base in European territories and is gaining popularity in North America. The classic publishing property consists of a beautiful library of charmingly illustrated editions that celebrate the Moomin values of friendship, love, kindness, adventure, courage, tolerance, equality, freedom, individuality and respect for nature. Moomin characters also star in a stunning new 3D CGI series, Moominvalley, currently airing in multiple territories around the world. The new Moomin Baby Kit from Reima is the latest product line available in the U.S., following the launch of Moomin plush from Aurora and apparel from Ripple Junction.


Moomin can be seen next at King Features virtual exhibitor booth during the upcoming Festival of Licensing Americas event from October 20 through 22. Registered attendees can click this link to make an appointment with the U.S. licensing team.