Consumer Products

Apparel partners sign on with Moomins

Two new UK licensees have inked agreements for the brand in the lead-up to Moominvalley's Sky premiere next year.
November 6, 2017

A number of new licensing partners have hopped on the Moomin brand, following L&M deals inked by UK agency Caroline Mickler.

Ahead of the UK premiere of Moominvalley as a Sky Original Production in late 2018, Smith & Brooks will produce a range that includes baby and nursery wear as well as girls apparel. The line will feature layettes, girls’ t-shirts, sweatshirts, leggings and hats.

Roy Lowe & Sons, meanwhile, will launch girls socks featuring images Moominvalley inhabitants that will be available at supermarket, specialist and high street clothing retail locations in spring 2018.

These apparel partners join previously announced publishing and plush licensees (Puffin and Aurora, respectively). The existing consumer products program for the Moomin brand includes personalized stationery, coloring books, homeware, greeting cards, coasters, enamel mugs, bags, fashion accessories, nightwear, t-shirts and cashmere sweaters.

Moominvalley is based on the Moomins novels and comic strips created by the late Finnish author Tove Jansson. Finnish prodco Gutsy Animation has appointed fellow Nordic studio Anima Vitae as the lead animation company for the show’s first two 13-episode seasons. Animation for the series is being developed in association with YLE Drama and Moomins rights owner and manager Moomin Characters.


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Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


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