Rights & Brands expands Bamse role

Story House Egmont has appointed Rights & Brands as the master agent for Bamse, a beloved children’s character recognized throughout Scandinavia and holding the strongest brand awareness among children in Sweden.

After four years of serving as a broker in the Nordic countries, R&B is proud to have earned the trust to represent Bamse as its master agent.

In 2020, Story House Egmont appointed Rights & Brands as the licensing and literary agency to oversee Bamse’s global licensing and publishing rights. Formerly serving as a broker in the Nordics, Rights & Brands will now extend its role as a master agent for licensing rights to include Sweden, Denmark, Finland, and Norway.

Bamse – The World’s Strongest and Kindest Bear is a beloved Swedish cartoon created by Rune Andréasson in 1966.  For over fifty years, Bamse has captivated children and young audiences as a hero and a role model, celebrated for exciting adventures that uphold knowledge, friendship, and justice. The world of Bamse is evolving, not just through storytelling, but also via thriving licensing collaborations that cover an extensive array of content, products and experiences.

Bamse is the children’s character that has the strongest brand awareness amongst children and parents in Sweden, with over 90% of children aged 4-10 familiar with the character, according to recent market research conducted by KANTAR Sifo and Story House Egmont.

Kristin Tjulander, Nordic Commercial Director at Rights & Brands said, “Representing one of Sweden’s most cherished children’s brands is an honor. We have a strong network of licensees already doing exceptional work with Bamse, and we aim to further integrate the character into children’s daily lives by expanding into various product categories.

Our primary focus lies in securing partnerships in the apparel sector, spanning everything from pajamas to winter wear and rain gear. We believe every child should have the opportunity to identify with Bamse, and we’re committed to making that a reality. Welcome the world’s strongest bear to Rights & Brands!”

Malin Esaiasson, Marketing Manager at Story House Egmont says: “We are very excited to extend our partnership with Rights & Brands and to continue carrying on the rich legacy surrounding Bamse. Our joint ambition is to make the unique world of Bamse accessible to a wide audience, enabling even more children and families to experience and enjoy the wonders it has to offer. Rights & Brands and Story House Egmont will maintain a close and dynamic partnership, with Story House Egmont continuing to helm selected key licensing categories such as publishing, toys, and entertainment.“