Nora Norway secures Moomin licensing deal for Europe, US and Asia travel retail

Norwegian jewellery house Nora Norway has confirmed a licensing agreement with Moomin, the Finnish brand renowned for its whimsical characters and storytelling.  

The partnership grants Nora Norway the rights to design, manufacture and distribute Moomin-inspired jewellery, watches, hair accessories, and toiletry and makeup bags across Europe and the US. The agreement includes travel retail rights in these regions and Asia.

The inaugural collection will be launched in June, strategically coinciding with Moomin’s 80th anniversary. 

Nora Norway CEO Lars Bjerkeengen commented: “We are thrilled to collaborate with Moomin, a brand that holds a cherished place in the hearts of millions worldwide. This partnership aligns perfectly with our vision of creating meaningful and beautiful designs.  

“The charm and nostalgia of Moomin, combined with our Scandinavian design philosophy, will bring a unique collection that resonates with fans and customers of all ages.” 

Rights & Brands Norway Commercial Manager Anja Breder said: “As we stay focused on bringing the Moomin brand to life through partnerships worldwide, we are delighted to welcome this new collaboration with Nora Norway.  

“We chose Nora Norway as they are true to the values of Moomin. The company is in Scandinavia and known for quality products and integrity.  

“We know that Nora Norway will extend the reach of Moomin’s characters to new and existing audiences through their well-established distribution channels and presence. 

“We are eager to get the products from this collaboration into the hands of Moomin fans and in time for the Moomin 80th anniversary in 2025, celebrating inclusiveness, kindness, family and community.  

“First debuted in 1945, Moomin has an extensive fan base across European territories and is gaining popularity in North America.” 

The collaboration will introduce a collection of jewellery, watches and hair accessories inspired by Moomin’s world.  

The Moomin collection will be separate from the Nora Norway collection with distinct branding, display and merchandising materials to differentiate the two. 

This partnership also marks Nora Norway’s entry into the watch category under the Moomin brand. The designs will take inspiration from Moomin Founder Tove Jansson’s characters and stories, incorporating themes of friendship, adventure and nature. 

According to Nora Norway, the Moomin-inspired collections will prioritise quality and incorporate environmental considerations. 

Breder added: “The Moomin stories have always celebrated kindness, inclusivity and the beauty of nature, which aligns perfectly with Nora Norway’s values. 

“We are confident that this partnership will result in products that delight Moomin fans while upholding the integrity of our beloved brand.”