Finnish prodco Gutsy Animations has partnered with distribution aggregation platform TRX to distribute its new family drama Moominvalley. Moominvalley marks the first animated family primetime series sold on the TRX platform, which offers direct access to negotiate deals with buyers.

The series is set to bow in 2019, and Gutsy Animation’s international sales manager Katherine Senior will handle all global sales through the platform. Set in a magical valley untouched by the modern world, the show follows a family of fantastical creatures including Moomintroll, Moominmamma and Moominpappa.

Based on the original Moomin stories by Finnish-Swedish author Tove Jansson, season one of the 13 x 22-minute series is currently in production with fellow Nordic studio Anima Vitae leading animation. Gutsy’s deal with TRX follows an agreement with UK pay-TV giant Sky, which snapped up the series as a Sky Original Production for its channels exclusively in the UK and Ireland. Additionally, YLE will air the series in Finland.

Ahead of the season one launch, Gutsy Animation has nailed down apparel partners including the UK’s Smith & Brooks and Roy Lowe & Sons for clothing inspired by the Moomin brand, which has been popular in the UK since the 1950s.