Gifts Today magazine

New Moomin collection from Strathberry

Luxury leather goods label to produce Moomin-themed clutch bags, purses and more

Caroline Mickler Ltd, which manages the UK brand extension programme for Moomin, has announced the award of a multi-region license to luxury leather goods label Strathberry.

Strathberry will be creating a capsule collection for the Moomin brand, which will include shoulder bags, clutch bags, pouches, luggage tags and coin purses. Launching in August 2018, the collection will be available, via Strathberry’s wholesale partners, at luxury department stores in the UK, Ireland, the USA, Australia, Asia and globally online on The main customers for the range are expected to be the Strathberry core market of women aged from 18 up.

As with all luxury leather goods produced by Strathberry, each item in the collection will be handcrafted in Spain by the finest artisans using high-quality materials, and will include Strathberry’s signature bar closure. This special Moomin collection will also include beautiful and charming illustrations featuring Moomintroll and his friends and family.

Both adult and pre-school markets have been successful licensing areas for the Moomin brand in recent months. As well as Strathberry’s collection, apparel, publishing and plush are among recent additions to the brand’s licensed output, which also includes personalised stationery, a mindfulness colouring book, homeware, greeting cards, coasters, enamel mugs, bags, fashion accessories, nightwear, t-shirts and cashmere jumpers. All these products – with more to come in 2018 – are part of the continuing success of a UK Moomin licensing campaign targeting a wide variety of price points and retail outlets.

This success will be further underpinned by the arrival in 2019 of a major new animated TV series, directed by Academy Award-winner Steve Box. And, of course, there is the continuing appeal of the original novels — recently republished in hardback by Sort of Books — picture story books and collected syndicated comic strips from the 1950s, 60s and 70s, not to mention Moomin-themed festivals and exhibitions throughout 2017 and two London-based Moomin stores, the latest of which opened in December. Meanwhile articles in magazines, newspapers, and online continue to analyse — and celebrate – the appeal of the Moomins and their friends more than 100 years after their creator Tove Jansson’s birth.

Hannah Graham, Marketing and Special Projects Manager, Strathberry Ltd, says: 'Working with these lovely illustrations has been a real delight. Moomin is a wonderful brand, bringing its own style and charm to a collection that we believe will appeal strongly to many women, and especially to those who remember reading the Moomin stories or watching the television programme as children.'

Caroline Mickler says: 'The continuing success of Moomin among such a wide age range and in categories from mass market to high end is a tribute to the enormous appeal of Tove Jansson’s wonderful characters to so many people. This collection perfectly combines the elegance and quality of Strathberry’s output with the charm and originality of Moomin. I am sure it will be enormously successful.'

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