Nuremberg Toy Fair (NTF) came with an amazing surprise for the toy industry: brand-new products from The Mouse Mansion, with their delicate appeal to a slower, more creative, and tenderer playtime.
Their new “to-go” collection – now in exhibition at NTF – allows their little fans to build their own Mouse Mansion everywhere!
Sam & Julia, the beloved IP from The Mouse Mansion, was born from a successful Dutch book series, created by Karina Schaapman, which completely revolutionized the picture-book concept: no illustrated figures inside the book, but readers can enjoy a brilliant set of photos representing The Mouse Mansion, which the founder used as a backdrop for the story of Sam & Julia. Now, Karina’s children have taken up her legacy, and Sam & Julia has become a beautiful and timeless family project that shines with character and perfectly represents the brand’s history and its values of creativity, warmth, and kindness.
Furthermore, Sam & Julia recently became an amazing, award-winning animated series, including 78 episodes and already honored with the BolognaRagazzi CrossMedia Awards and the Cartoons on the Bay Pulcinella Award 2024. One of the brand’s major goals for 2025 is to expand the series’ coverage through multiple broadcaster partnerships across Europe.
The Mouse Mansion is a whole world crafted from scratch: the brand provides fans with all the materials necessary to replicate the experience of the original creator and build the tiny, highly detailed world of Sam & Julia. It’s a creative dream, taking little fans back to an old-fashioned, enchanting way to experience playtime, proving that even the tiniest people – or mice! – can really make a difference and craft the greatest stories!
A special mention goes to their wise use of sustainable materials: The Mouse Mansion is entirely made of cardboard boxes, waste materials, and vintage fabrics, enhancing its appeal for a gentler playtime – gentle with kids, encouraging their creativity and sensory experience through the fabrics and materials they employ, and gentle with the planet as well!
Licensing Magazine had the pleasure of meeting the founders in person at the Nuremberg Toy Fair 2025 and plans to release an exclusive interview to share the insights behind the creation of the brand and reveal their exciting projects for 2025. Stay tuned!
