The UK brand extension and licensing agency, The Point. 1888 is descending upon this year’s ru of toy fair, from London to New York, in full force, having been appointed the UK sub-agent for the popular character brand Moomin.
The UK outfit was appointed for the role by the brand’s worldwide master agent Rights & Brands in a new effort to tap into the UK’s retail scene via The Point. 1888’s retail first approach to licensing.
The licensing programme has been earmarked as one of many important activities surrounding Moomin’s 75th anniversary this year. As part of its activity, Moomin is seeking to raise €1m to save the Baltic Sea with its charity campaign #OURSEA in collaboration with the John Nurminen Foundation.
In the UK specifically, Moomin is enjoying the success of its TV show on Sky Family which launched its second series just last month.
Working with The Point.1888, Rights & Brands and Moomin are both hoping to capitalise on the increased popularity and awareness the show is delivering.
First venturing into brand licensing in the 1950s with a range of hand-painted mugs by Tove Jansson and her mother, Moomin now has an established global licensing programme with over 800 licensees worldwide. These include theme parks, branded cafés, as well as homeware, publishing and apparel.
This activity has dramatically increased the dedicated customer base and it is hoped that working with The Point.1888 will reach an even wider range of retailers and offer existing and new fans a more diverse range of products.
The Point. 1888 has seen vast licensing success with children’s brands including Gruffalo, Star Wars, LOL Surprise, Marvel, Clangers, Mr Men, Noddy, and Sesame Street.
Roleff Kråkström, CEO at Moomin Characters, said: “The Moomin brand is constantly growing, both in revenue and awareness and we are actively building on this momentum. We are very impressed by The Point.1888’s extensive knowledge and experience of the retail industry – they are the kind of partner we need in order to expand the Moomin market share in the UK.”
Patrick Ullman, CEO of Rights & Brands, added: “At Rights & Brands we are reviewing our global strategies and sub-agency structures to maximise international presence. Appointing the Point.1888 is part of this strategy and we are looking forward to adding more creative retail partnerships to our Moomin offering, thanks to Will Stewart and his team.”
Will Stewart, Managing Director, The Point.1888, concluded: “We are so honoured to have been trusted with this opportunity and are thrilled that our reputation and values that are so important to us have struck a chord with the wonderful teams at Moomin and Rights & Brands.
“Moomin is a heritage brand like nothing else, that is still loved for what it was and for the modern approach it now has. The brand slots perfectly into our current portfolio and we cannot wait to show you all what we have in store.”
To follow Moomin’s licensing programme’s journey, The Point,1888 will be out in full force at London Toy fair, Spring fair, Nuremburg Toy Fair, New York Home Fair as well as a number of other major trade shows this year and is taking retailer and licensee queries.