Industry News

Gemma International to launch Moomin range at Progressive Greetings Live

27 Feb - 2018

Leading licensed greetings company to produce broad range of cards, wrap and gift packs.

Caroline Mickler Ltd — which manages the UK licensing programme for Moomin — has announced an agreement with leading licensed greetings company Gemma International for a broad range of Moomin greeting cards, wrapping paper and gift packs to launch in the summer.

Imagery will be specially chosen for the range from the vast store of wonderful drawings and paintings of Moomin and his friends and family in Moominvalley that this classic brand has built up over the years. The range will include classic greeting cards, gift wrap rolls and sheets, gift tags and gift packs.

The range will launch at the Gemma International stand (400) at Progressive Greetings Live, the UK’s largest dedicated greeting cards show, which takes place in London’s Business Design Centre from 5-6 June. It will be available at retail from summer/autumn of this year. Gemma International’s distribution network is extensive, ranging from department stores to leading supermarkets. In addition, the target market is a very wide one: strong, long-term public awareness of Moomin, the appeal of the illustrations and the brand’s association with positive values such as fun, kindness and friendship are likely to make Moomin greeting cards and wrap very 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 enormous 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 the 1950s, 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.

Tim Rudd-Clarke, Licensing Director, Gemma International, says: “We are so excited and pleased to be partnering with Moomin – a brand loved and admired by all ages. Moomin is a fantastic addition to our portfolio and we’re thrilled to be able to offer a wonderful range of Moomin greeting cards and gift packaging to our customer base. We very much look forward to working with such a classic brand.”

Caroline Mickler says: “I am delighted that Gemma will be bringing its unique design approach to Moomin greeting cards and gift wrap. This is a wonderful range that will, I am sure, enjoy a very positive response – both at PG Live and at retail.

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