Moomin Products Have You Bought?

A WORLDWIDE BRAND Photo: © 2015 Mirka Kleemola From the ballet ”Moomin and the Comet” at the Finnish National Opera 2015 A BODY OF ART AND A NORDIC DESIGN BRAND BRAND VALUES FAMILY LOVE FRIENDSHIP TOLERANCE RESPECT FOR NATURE BRAVENESS STRATEGY TOVE JANSSON - WORLD CLASS AUTHOR AND PICTORIAL ARTIST ONE OF FEW LICENSABLE CHARACTER BRANDS IN THE WORLD - LESS COMPETITION GIANTS CONTROL LICENSING BUT NO ONE CONTROLS ART THE ORIGINAL STORIES - BRAND VALUES USE OF ORIGINAL STORIES AND ARTWORK GAVE OWNERSHIP AND CONTROL WE FOCUS ON OUR BRAND - OTHERS (YOU) MAKE WORLD CLASS PRODUCTS FASTEST TIME TO MARKET TACTICS NEW PREMISES DOUBLED THE AGENCY NETWORK LAUNCHED A DIGITAL ARTWORK BANK NEW NETWORK OF DESIGNERS 10 CONCEPT STORES WORLDWIDE LAUNCHED MOOMIN.COM MOVED MARKETING TO A GLOBAL ARENA - HUNDREDS OF EXHIBITIONS AND EVENTS A NEW DIGITAL PRODUCT APPROVAL SYSTEM RESULTS ATTRACTS INTERNATIONAL PREMIUM GLOBAL BRANDS ATTRACTS WORLDCLASS ARTISTS, DESIGNERS, ILLUSTRATORS, MUSICIANS WE DRIVE PRESS & AWARENESS BY BEING UNIQUE - ART IS NEWS DELIVERING TOP QUALITY PRODUCTS MOOMIN HAS BECOME AN INTEGRAL PART OF A TRENDY CONTEMPORARY HOME 160 NEW CONTRACTS BEST YEAR EVER 2014 HISTORY Tove Jansson Photo from the launch of the Moomin comic strip in the UK 1954. All photos and artwork: © Moomin Characters™ Tove Jansson was syndicated to over 40 countries and around 120 newspapers, with over 20 million readers daily. Tove Jansson, the Finnish painter, artist and writer, was born in 1914 in Helsinki. The first of her novels Tove Jansson created the comic strip adventures starring the Moomin family was published in 1945, throughout the fifties, joined by her brother Lars but her real breakthrough as an author of children’s Jansson as co-author in 1958. In 1960 Lars also took books came in 1948 with the publication of “Finn over the drawing of the strip, while Tove concentrated Family Moomintroll”. on writing books and painting. It met with immediate acclaim and was quickly In 2006 the Canadian publisher Drawn & Quarterly translated into English, leading to the international started a reproduction of the original strip adventures success of the Moomin books. Tove Jansson wrote from the fifties and once again they reached a world and illustrated nine novels, four picture books, and wide success, this time gathered in collectible books. hundreds of comic strips about the Moomins during her lifetime. The comic strips The original Moomin Comic Strip was published for the UK newspaper The Evening News and first published in 1954. The strip ran for twenty years and MOOMIN Turns 70 Moomin turns 70 2015 marks the 70th anniversary of Tove Jansson’s first book about the Moomins. Published in 1945, “The Moomins and the Great Flood” is the story about Moominmamma's and Moomintroll's search for the missing Moominpappa and how they found their way to the Moominvalley. Since then, the popularity of the Moomintrolls is constantly growing. Books, TV-series, the animated feature film “ Moomins on the Riviera” and an increasingly successful licensing program with an estimated yearly retail value of 600 million Euro, Moomin was voted top twenty brands in the world by Licensing biz in 2013. MOOMIN WORLDWIDE MOOMIN AGENTS Since the fifties, the awareness of Moomin has grown tremendously and is still growing, through publishing, licensing and TV/movies... PUBLISHING TV/VIDEO 50 45 40 35 30 HISTORY 25 20 Publishing 15 10 5 0 1948 1960 1990 2015 Translation progress 1960-2015 Publishing programme worldwide Publishing program Publishing program world wide The Moomin Books throughout the years The Moomins´story began with a book published in The Little Trolls and the Great Flood, 1945 1945 (The Moomins and the great flood). Tove Comet in Moominland, 1946 Jansson then went on to write another 11 books in the Finn Family Moomintroll, 1948 Moomin series, the last book was published in 1977 The Exploits of Moominpappa, 1950 (The dangerous journey). Moomin, Mymble and Little My, 1952 Moominsummer Madness, 1954 In 2010 a new range of preschool titles including Moominland Midwinter, 1957 pictur books, board books, activities and novelty Who will comfort Toffle? 1960 books was launched by Puffin Books, so far sold in Tales from Moominvalley, 1962 over 1.5 million copies worldwide. Love for the Moominpappa at Sea, 1965 Moomin stories reaches across culture and language Moominvalley in November, 1970 barriers, the books have been translated into 49 The Dangerous Journey, 1977 languages and sold worldwide including China, The Comic Strip Adventures 2008 - South Korea, Hong-Kong, Russia and Taiwan. The The Puffin programme 2010 - novels have so far been printed in 4 million copies in Japan only. HISTORY On Screen The Moomins on the screen 1959 The first Moomin television series is aired in Germany, a puppet animation produced by Augsburger Puppenkiste. 1969 A thirteen-part series called Mumintroll is produced in Sweden. 1969 Animation series by Fuji TV/Zuiyo Enterprises in Japan. 1973 Swedish Television produces Moominvalley. 1979 Film Polski releases a Moomin-themed puppet animation in Poland. 1979 The Swedish Film Institute completes a half-hour animation of the book ”Who Will Comfort Toffle?”. 1990 Release of Telecable’s animation of 104 half-hour episodes. The series has been sold to 124 countries (including Japan, South Korea, Hong-Kong, Russia, Taiwan and China) and is presently being broadcasted in Japan and South Korea. 2011 The 3D animation Moomins and the Comet Chase premieres all over the world. 2014 The movie ”Moomins on the Riviera” is to be released worldwide during 2014-2015 in more than 40 countries. ”Moomins on the Riviera” is the first animation movie based on the original strip adventures by Tove Jansson. LICENSING Program 600 LICENSEES WORLDWIDE Licensing program The Moomin books have been translated into more than 40 languages and the 1990s TV animation series The Moomin success having originated from Tove (104 episodes of 30 minutes) has aired in over 124 Jansson’s books and developed into virtually all forms countries. This, together with continuous exposure of and media, the Moomins have gained a prominent the Moomins on TV and in exhibitions all around the position among the “classics”. world, forms the perfect base for a long-term licensing program. Since the fifties, many licensees throughout the world have been producing a variety of products with Moomin designs. This has been increasing steadily and as of now (2015) there are approx. 600 licensees worldwide, connected to our licensing program. This is annually generating a consumer value of EUR 600 million. MOOMIN Charity projects Charity projects During the years Moomin have been involved in many different charity projects. Unicef, Keep Sweden Tidy Foundation and WWF to mention a few, both global and local. In these charity projects, licensees have produced Anniversary products with unique artwork and big donations have been made to these organisations. Nordic countries 45% Japan 46% UK 1% Korea 3% DEVELOPMENT Other Asia (including Russia) 5% Annual consumer value of EUR 600 million Development of Consumer Value in EUR Development 600 000 000 When the Moomin Animated TV series was launched in 500 000 000 the beginning of the 1990s, the licensing programme 450 000 000 was already increasing with an annual growth of 20%. Among our licensees (over 600) you can find many 400 000 000 strong, local brands, producing different kinds of goods 350 000 000 and services. Many of them are continuing to refine E 300 000 000 their Moomin concepts, year after year, and above and U 250 000 000 beyond that we aquire many new licensees each year,for R instance Artek, Unilever, Samsung, to mention a few. 200 000 000 150 000 000 100 000 000 50 000 000 1990 2000 2012 2014 2015 Have you ever bought a Moomin product? 100 % BRAND 80 % 72 % Recognition 60 % 40 % 35 % 30 % Nordic Countries 20 % 16 % 0 % Sweden Denmark Norway Finland Which category of Moomin products have you bought? BOOK TV/VIDEO TOYS APPAREL OTHER 100 % 80 % 63 % 58 % 56 % 60 % 54 % 51 % 47 % 46 % 49 % 50 % 42 % 41% 40 % 36 % 29 % 28 % 25 % 24 % 21 % 26 % 20 % 6 % 8 % 0 % Sweden Finland Sweden Finland Sweden Finland Sweden Finland Sweden Finland Denmark Norway Denmark Norway Denmark Norway Denmark Norway Denmark Norway Market survey from 2012 by BRAND INSIGHT Are your associations regarding the world of Moomin of positive or negative nature? (-- very negative, ++ very positive) 50 % 48 % 40 % BRAND 76% of the respondents in 30 % 28 % the Northern countries have Recognition positive or very positive 20 % associations regarding Moomin. 14 % 10 % 7 % Nordic Countries 4 % 0 % - - - 0 + + + Which one of the Moomin characters do you prefer? 47 The awareness of Moomin in the Northern countries. 50 % 40 40 % Bamse Moomin 30 30 % 100 % 96 % 93 % 90 % 24 23 85 % 20 % 80 % 76 % 78 % 13 68 % 11 63 % 10 % 8 6 6 60 % 5 3 2 2 1 1 1 0 % 40 % Sniff Stinky Snork Toffle Snufkin Misabel Moomin Mymble Little My Too-Ticki 20 % The Groke Snorkmaiden The Hemulen The Fillyjonk Moominpappa 0 % Moominmamma The Hattifattenes Lady of the Cold Sweden Finland Sweden Finland Denmark Norway Denmark Norway Market survey from 2012 by BRAND INSIGHT WORLDWIDE Presence Worldwide presence The Moomin brand recognition is rapidly gaining access on the world wide center stage, through presence in many of the biggest design fairs, such as Ambiente Frankfurt, Ambiente Tokyo, the Licensing show in London, Book Fairs in Bologna, Gothenburg and Helsinki, just to mention a few. There are a number of Moomin concept stores and cafés in Finland, Great Britain, South Korea, Japan and Hong-Kong. The Moomin books are published around the world and are translated into 49 languages. There are over 600 licensees world wide producing all kinds of goods and services.

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