What is a product license?

A product licence grants you the right to use generally recognised trademarks, images, films or comic strip characters in your products, publications or campaigns. The licensor retains ownership of the copyright while the licensee (the customer) purchases the right to use the trademark in products and campaigns for an agreed period.

The benefits of a product license

Using a well-known character will generate immediate market recognition for your product. This will increase product sales and profits. Your product will reach new target groups and have a strong competitive edge over similar products on the market. The chance to co-operate with other licence holders is a further advantage that will open up new marketing channels.


What we require from a license?

Moomin has become a world-wide brand with more than 600 licensees world-wide. To become a license you will need to provide a business plan including a wide distribution network and products with high quality which can live up to the brand values. From our professional knowledge of local retail markets, we co-ordinate branded retail campaigns and fairs around the world together with our international partners.

Moomin Characters supports clients throughout the approval process of licensed products, with professional design advice that facilitates and speeds up the approval process. We can also supply clients design services through our inhouse designers and external partners.

Contact Details

How do I proceed with my application?

Once all the conditions of the agreement have been examined, prospective licence holders will be sent a draft contract. The draft contract will specify the royalties payable, a distinct market area, a product description and a guarantee, the size of which will depend on projected sales during first two years.

Once the draft contract has been approved, the finalised contract will be sent for the licensee to sign in duplicate. Both signed copies should be returned for the licensor to sign, after which both parties will receive one original copy of the signed contract.

After the contract has been signed, the licence holder will receive the graphics that have been licenced for use. Product design and development can then begin. In order to ensure that the licensed material has been used in an appropriate manner, license holders must send product descriptions to the licensor for approval before production begins. The official copyright symbol must always be visible whatever the medium – a product, an advertisement or campaign material.

Licensing agreements are usually made for a period of two years. At the end of this period, licence holders may enter into negotiations to continue the agreement or to launch a clearance sale of any remaining products.

What will it cost?

The licence is royalty-based, that is, you pay an agreed percentage of your sales income to the licensor for the right to use the trademark. The amount payable will vary depending on the product group and area of use. If you would like to use the Moomins in an advertisement or other sales promotion, the fee will be set in proportion to your media and printing costs.

Once the contract has been signed, you will have to pay advance royalties in the form of a guarantee. You will report your sales figures every quarter. If the royalties to be paid exceed the guarantee, you will be invoiced for the excess.

Success stories

“The superstar quality of the Moomins has contributed to successful product sales”

Rätt Start is one of Sweden’s major producers and distributors of high-quality children’s accessories. The company has distribution channels around Europe, Japan and the USA.

Characters from some of Sweden’s best-loved children’s books add a splash of colour to the Rätt Start product family, for example, the Little Ghost Godfrey and characters from the stories of Elsa Beskow. The Moomins are, however, one of the brand’s most popular sets of characters.

“The Moomins are superstars and have been extremely successful in our children’s accessories. The characters are so well recognised in so many countries, and this has really benefited our sales,” says Fred Gabrielsson.

“The appeal of the Moomin brand is further enhanced by the inner richness of the characters and the high-quality of all the published material, whether it’s the magnificent artwork of Tove Jansson’s books or a modern animation.”Fred Gabrielsson, Rätt Start

“The Moomins brought us immediate success”

Berner Ltd, which manufactures and imports high-quality consumer and investment goods, was considering options on how to develop its line of XZ haircare products. Moomin Characters and Bulls got in touch.

“The benefits that the Moomins would bring to our brand were immediately obvious,” says Kirsi-Marja Koskelo, Managing Director of Berner.

“Tove Jansson’s Moomins represent the same values as our company. We believe that enduring values strengthen our brand.”

Koskelo says that the XZ range of Moomin shampoos was an immediate success thanks to the Moomin trademark’s powerful image.

“I’ve never experienced anything like it. All the retailer chains were immediately interested in our new products and wanted to include them in their ranges. That’s usually quite difficult to achieve.”

Koskelo can’t emphasise the importance of cooperation enough.

“Working with Moomin Characters and Bulls was really straightforward. This was a pleasant surprise, as I’ve been involved in similar processes that have been extremely difficult and time-consuming. Was it perhaps the agreeable nature of the Moomins that made cooperation so smooth?” wonders a satisfied Kirsi-Marja.Kirsi-Marja Koskelo, CEO, Berner

“A good licence and a good product are key factors in generating sales. The Moomins have been an excellent example of this.”

Martinex is a manufacturer and wholesaler of toys, gift accessories and household goods. Products are sold in Finland and the other Nordic countries, and also in the UK and Japan. Cooperation with the Moomins began in 1990.

“We initially launched our Moomin product range with a few toys,” says Riia Sandström, Managing Director of Martinex.

“Today, our extensive range covers everything from toys to gift accessories.”

“We want to cooperate with licensors that challenge us to undertake continual product and design development. A good licence combined with a good final product guarantees brisk sales. The Moomins have been an excellent example of this.”

“The appeal of the Moomin brand is further enhanced by the inner richness of the characters and the high-quality of all the published material, whether it’s the magnificent artwork of Tove Jansson’s books or a modern animation.”Riia Sandström, Martinex

“We believe in traditional, enduring values, just like the Moomins”

Arabia is a Finnish design pioneer whose product range includes popular dining services and design gift products. The first Moomin mugs were launched in 1991.

Arabia chose to add the Moomins to its brand family due to the clear similarity between Tove Jansson’s philosophy and its own. The decision was further influenced by the Moomins’ powerful international image – the Moomin books have been translated into over 30 languages.

“Our company believes in traditional, enduring values, not in passing fads,” says Katarina Petterson, Arabia/Designor’s Brand Manager.

Sales curves have been rising since the outset. The major market areas for Arabia’s Moomin products are the Nordic countries and Japan.

“Our Moomin products are unique – they’re loved by adults and children alike.”

According to Katarina Petterson, people buy Moomin products not only for themselves, but also as gifts for people they hold in high esteem.

“And what’s more, demand is equally high in supermarkets as it is in leading department stores. Everyone simply loves the Moomins!” says Petterson with a smile.Katarina Petterson, Brand Manager, Arabia   

Contact Details

Moomin Characters Oy Ltd is the official body responsible for Moomin copyright supervision. All of the Moominvalley characters are globally registered trademarks. You should contact Moomin Characters Oy Ltd in all Moomin-related matters.

Moomin Characters Oy Ltd

Salmisaarenranta 7 M, 00180 Helsinki, Finland
Tel: +358 92311 3200

Roleff Kråkström

Managing Director

Tel: +358 92311 3201

Sophia Jansson

Chairman of the Board, Creative Director

Tel: +358 92311 3203


Bulls Press

Our agent, Bulls Press, will be your main partner in global licensing matters. Our local agents will also be happy to assist you with any questions you may have concerning licensing.

Bulls Presstjänst AB
Box 1228
131 28 Nacka Strand Sweden
Tel: +46 8 555 206 00
Fax: +46 8 555 206 65
Contact: Gustav Melin,

France and Benelux

The Agency
36 rue Etienne Marcel
75002 PARIS
Contact: Alexia Delahaye,
Eric Edery,


Bulls Pressedienst Gmbh
Eysseneckstrasse 50
D-603 22 Frankfurt am Main, Germany
Tel: +49 (0) 69 9 59 27-0
Contact: Silvia Lülling,

Hong Kong & Macau, China, Singapore, Malaysia, Thailand, the Philippines and Taiwan

Medialink Animation International Ltd.
Suite 1001B, Tower I, South Seas Centre
75 Mody Road, Tsim Sha Tsui East
Kowloon, Hong Kong
Tel: +852 2503 4980
Contact: Noletta Chiu,


Tuttle-Mori Agency
2-15 Kanda Jimbocho, Chiyoda-ku
101-0051 Tokyo, Japan
Tel: +81 332 304 081
Contact: Takumi Nakayama,


SMC, Seoul Merchandising Co, Ltd
2nd Fl, Chungsan Bldg
430, Gwangnaru-ro
Gwangjin-gu, Seoul, 143-926 South Korea
Contact: Jusung Lee,


Please contact:

UK and Ireland

Caroline Mickler Ltd
11 Ellison Road
London, SW13 0AD, United Kingdom
Tel: +44 20 8392 2439
Contact: Caroline Mickler,


El Ocho, Licencias y Promociones
María Sanguino
Paseo Pintor Rosales, 16 1º izda
28008 Madrid (Spain)
+ 34 913 50 40 90


Armenia, Azerbaijan, Belarus, Kazakhstan, Kyrgyzstan, Moldova, Russia, Tajikistan, Uzbekistan and Ukraine

Gorbunova street 2/3, office A826, Setun Plaza Moscow, Russia, 121596
+7 (495) 269 00 07
Lev Nestiforov (;
Denis Kulakov (


Agency North
International Theatre Licensing
Contact: Vili Maunula, vili.maunula(at)