Licensing News

King Features Leads Moomin Growth in North America

King Features x Moominvalley Exhibit Space

Moomin will be ramping up its offerings to fans throughout North America.

King Features Syndicate recently signed a deal with California clothing and accessories brand, Just Peachy, building on Moomin’s licensing program. Just Peachy will manufacture a line of Moomin-branded apparel, accessories, and novelty items — including hoodies, sweatshirts, bags, and woven throw blankets.

King Features also renewed its agreement with Moomin partner Ripple Junction Apparel for licensed tops, loungewear, joggers, swimsuits, cell phone accessories, pins, and more. Meanwhile, Rowing Blazers will launch Moomin-inspired apparel, accessories, footwear, and skateboard decks, arriving 2022.

“Moomin and its charming characters are known around the world for friendship, love and adventure and have become a true cultural phenomenon,” said Carla Silva, vice president and general manager, global head of licensing at King Features. “We are thrilled to be sharing the Moomin values with consumers in North America through local products and experiences that the whole family can enjoy.”

Moomin’s licensing expansion follows the theatrical release of the biopic Tove earlier this year, which explores the life of Moomin creator Tove Jansson.

Currently, the National Children’s Museum in Washington, D.C. is hosting an exhibit entitled “Moomin Animations – Thrills and Cuddles” through January 9, 2022. The exhibit highlights animation throughout the years based on Jansson’s Moomin books and comics. It covers the first Moomin film to premiere on TV up to the most recent adaptation, Gutsy Animations’ 3D animated series Moominvalley, which premiered in 2019. Gutsy Animations, the Moomin Museum, the Embassy of Finland in Washington, D.C., the National Children’s Museum, and Moomin Characters Ltd. all serve as co-producers of the exhibit.

The brand’s growing presence in North America also includes an apparel partnership with Reima in the U.S. for a line of newborn clothing items, as well as publishing initiatives.