Industry News


13 Sep - 2021

Rights & Brands, Moomin Characters, PPW Sports & Entertainment (HK) Ltd and ITOCHU Corporation announces the opening of the joint venture and licensing agency

Rights & Brands Asia is a licensing agency with its headquarters in Hong Kong, catering to Greater China with licensing expertise and a worldwide business network. The company is a joint venture between Scandinavian licensing and literary agency Rights & Brands, Finnish IP owner Moomin Characters, Hong Kong based licensing agent PPW and ITOCHU, one of the largest Japanese general trading companies (“sogo shosha”).

Rights & Brands Asia was established in September 2021 and is open to business as of now. The first brand to be represented by the company is the Moomins, the well-established Finnish-Swedish brand created by Tove Jansson over 75 years ago. The representation rights have been granted by Rights & Brands, as the master agent of Moomin Characters.

The agency will be spearheaded by Bianca Lee, who has extensive experience in brand management and licensing. Bianca has managed world-renowned entertainment franchises during her tenure with Warner Bros., including Batman, Harry Potter and Looney Tunes, as well as global FMCG brands like Coca-Cola and Heineken.

“It’s with great pleasure Moomin Characters has set up Rights & Brands Asia together with such strong representatives within merchandising, literature, content development and digital expertise”, says Roleff Kråkström, CEO of Moomin Characters. “The Asian market, in particular Japan, has been very important for the development and success of the Moomins globally, and now, with R&B Asia, we will be able to develop the brand even further by building awareness in Greater China.”

Patrick Ullman, CEO of Rights & Brands (R&B) says: “We are super thrilled about this strong, strategic partnership. We have been working with Ivan Chan and his team at PPW on the Moomins for several years. PPW has proved over and over again that the sky is the limit.” Ullman continues: “R&B Asia will be a fantastic vehicle not only for the Moomins but also to establish other Nordic brands in Greater China. Our focus on brands with strong storytelling and art background and developing their content and digital footprint has really taken off. In July, we signed an exclusive worldwide deal with Rovio Entertainment, on behalf of the Moomins, to create digital games. The opening of R&B Asia is the perfect next step for further global expansion for Rights & Brands, Moomin and the Nordic brands R&B represents.

“PPW is so thrilled to be able to strengthen the collaborative efforts with our important partners, to expand the footprint of Moomin and other IPs in the fast-expanding Greater China market,” says Ivan Chan, CEO of PPW. “The core Moomin values of family, friendship and harmony have a strong resonance in the Chinese market. With the establishment of R&B Asia, I believe we can bring the franchise to new heights.”

Tatsushi Shingu, President of ICT & Financial Business Company says “The Chinese licensing market is growing rapidly every year, and is expected to grow even further. It’s a great pleasure to enter fast growing business domains with such strong partners. ITOCHU will be contributing to the expansion of the business, with its long experience and making use of the ITOCHU Group’s network and expertise.”

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