Moomin Expands in U.S. with Slate of Licensing, Retail Deals

King Features Syndicate, a unit of Hearst and home to a variety entertainment characters, is settting the stage for Moomin’s 80th anniversary next year with new merchandising and retail partnerships in the U.S. King Features partnered with Moomin brand owner, Moomin Characters, in 2019 as the classic children’s property’s U.S. agent to introduce Tove Jansson’s Moomins to American audiences for the first time. 

The Moomin brand is enjoying a successful introduction to the U.S. market, having received the 2024 Licensing Excellence Award for Best Licensed Brand (Publishing, Stationery, Social Expression category) during Licensing Expo this May. Last holiday season, Barnes & Noble introduced a pilot program at 20 of its retail locations in key markets, which was such a hit with fans that it is now expanding to over 250 stores nationwide this year. American audiences can now access over a dozen children’s books from the Moomin series alongside Jansson’s most popular adult novels. Later this year, new Moomin picture books and board books will be released in the U.S., including Moomin-inspired works for preschoolers, an authorized biography of Jansson by Boel Westin and a craft book featuring knitting patterns for Moomin socks, with more titles slated for 2025. In addition, publisher Drawn & Quarterly will be reissuing the collected Moomin comic strips created by Jansson and her brother, Lars Jansson, in a new format, having already sold more than 500,000 copies of the Moomin comics to date.  

The U.S. consumer products program continues to grow. Existing partners include plush from Aurora World: apparel and accessories from Goodie Two Sleeves: headwear, coin purses, socks, T-shirts and wallets from Nordic Buddies; magnets, pins and tote bags from Pintrill and greeting cards from Tree Free Greetings. Other products debuting soon include Nendoroid vinyl toys from Good Smile Company, which go on presale in August, mobile phone accessories from Hamee US and stationery kits from Pie International. Specialty beverage from Clöud Café will launch a Moomin-inspired specialty beverage in time for this holiday season, while dearcloud will debut in the beauty space in January.  

Moomin’s 80th anniversary in 2025 will be marked by a global campaign inspired by the slogan, “The door is always open,” celebrating inclusiveness, kindness, family and community. The celebrations will kick off with a new Tove Jansson exhibition at the Helsinki Art Museum in Finland this October, which will then tour abroad in summer 2025. New artwork and style guides will be unveiled featuring the image of the Moominhouse, which represents security and a sense of belonging, while an anniversary edition of “The Moomins and the Great Flood” – Jansson’s first Moomin book, written in 1945 at a time of great upheaval in Europe – will feature an essay encompassing the Moomins’ origins and the theme of refugees and “home.”  

The anniversary celebrations will also include new content, including stories relating to the anniversary’s key themes as well as gems from the archives, an extension of Moomin’s existing partnership with the International Red Cross to raise funds for a range of charity projects worldwide, a global competition inviting fans of all ages to create their own version of the iconic Moominhouse and anniversary-themed social content, from images and video to downloadables, stickers and more. 

“Tove Jansson created an incredible world that champions friendship, kindness, equality and adventure, which has made Moomin one of the most beloved children’s properties around the globe,” says Christina Nix-Lynch, senior director, licensing, King Features. “We are thrilled to welcome American fans into this world through the books and so many unique product offerings and look forward to bringing them even more Moomin-inspired collaborations as we celebrate its 80-year legacy in 2025.”