Hype Associates to produce 16 greetings cards starring the much-loved characters

Caroline Mickler Ltd, which is implementing the Moomin brand licensing strategy in the UK, has announced another major new license for the fast-expanding Moomin licensing programme. The friendly trolls, known and loved by fans young and old the world over, are to be the stars of a stunning new range of greetings cards from Hype Associates, a leading name for top quality greetings cards, postcards, gift cards, stationery and gift wraps featuring licensed characters. The range, which will be available at retail through leading large independents from late April, consists of sixteen 170mm x 120mm cards. The front of each card contains a charming image of much-loved characters like MoominMamma, MoominPappa, Little My and Snorkmaiden, in a fun-loving, relaxed or affectionate pose. Each image is captioned with one or more characters’ name or with a simple greeting such as Happy Birthday, Birthday Girl or Thinking of you.

The new range was launched at the recent Spring Fair where it attracted strong interest from visitors and retail buyers alike. It is aimed at a general audience, leveraging the strong recognition factor that the Moomin enjoy across a wide age range.

The Moomin have been stars of books, cartoon strips, stage and screen for over half a century. Caroline Mickler Ltd’s strategy for the Moomin brand has brought a wide range of licensed product, including cards, books, apparel, accessories, tableware and an award-winning range of fashion bags, to a vast consumer audience but in particular two target markets for whom the lovable, carefree trolls have a massive and enduring appeal: children and young adult women.

Jane Patterson-Wright, Marketing Manager of Hype, says: “We were drawn to the Moomin because of their cross-generational appeal, their continuing popularity, and, of course, the beautifully drawn characters. We feel that the Moomin are perfect for a delightful and memorable range of greeting cards.”

Caroline Mickler adds: “Hype has perfectly encapsulated the joy and charm of the Moomin in these wonderfully designed cards. I’m certain that, like the licensing campaign as a whole, the cards will enjoy a strong response at retail.”