Industry News

Star Editions and Caroline Mickler Ltd renew and extend Moomin licence

6 Feb - 2018

Tags from the story: Caroline Mickler Ltd, Moomins.

Agreement reflects success of brand in wide range of high-quality Moomin gift products.

Caroline Mickler Ltd — which manages the UK licensing programme for Moomin — has announced the renewal and extension of its agreement with wholesale gifts manufacturer and designer Star Editions Limited.

Star’s wholesale Moomin gift product range already includes art prints, postcard packs, postcards, magnets, tea towels and canvases, but now also includes cushions, metal signs and wall clocks.

The extended range, illustrated with colourful and striking imagery of Moomintroll, his family and friends, including Snorkmaiden, Sniff, Mymble and Little My, will launch in Q2 2018.

The main outlets for the range are expected to be independents and Waterstones. Trade partners will be able to order items at www.StarEditions.com

Star’s highly attractive range of Moomin gift products has long been a best-seller among its output, and with awareness higher than ever following the celebration of the 100th anniversary of Tove Jansson’s birth in 1914 – and the continuing success of the brand across many categories in the UK – Star and Caroline Mickler Limited have had no hesitation in agreeing a renewal of the licence, which was originally signed in 2013.

For a decade now, Star Editions Ltd has been sourcing the very best imagery from around the globe and transforming it into greeting cards, art prints, giftware, stationery and everything in between. Gift products are made to order with the help of an in-house design department.

The target market for the gift product range is a likely to be a very wide one: the brand has a strong cross-generational appeal that makes Moomin gift products popular with most age groups.

The UK licensing programme, managed by Caroline Mickler Ltd, has developed Moomin as a modern adult fashion and gifting brand as well as an appealing pre-school brand for today’s children. This cross-generational and cross-category success has meant that both adult and pre-school markets have become very successful licensing areas for Moomin in recent years.

The brand’s established licensed output includes personalised stationery, a mindfulness colouring book, homeware, greeting cards, coasters, enamel mugs, bags, fashion accessories, nightwear, t-shirts and cashmere jumpers. All these products – with more to come throughout 2018 – are part of the continuing success of a UK Moomin licensing campaign targeting a wide variety of price points and retail outlets. More recently apparel, publishing, plush and luxury leather clutch bags and purses have become part of the enormous licensing reach of the brand.

This success will be further underpinned by the arrival in 2019 of a major new animated TV series, directed by Academy Award-winner Steve Box. And, of course, there is the continuing appeal of the original novels — recently republished in hardback by Sort of Books — picture story books and collected syndicated comic strips from the1950s, 60s and 70s, not to mention regular media coverage and two London-based Moomin stores, the latest of which opened in Camden Market in December.

Will Marston, CEO, Star Editions Limited, says: “We pride ourselves on selecting the most current licenses, the most appealing illustrators and the most commercial brands. Moomin has been a classic for many years and remains a very popular brand with our trade customers. We are delighted to be announcing a renewal and extension of this gift product range.

Caroline Mickler says: “This range has been a strong seller for Moomin over a number of years. We’re thrilled that Star Editions has not only been able to continue working with the brand but added items to its range of high-quality Moomin gift products.”

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