The Astrid Lindgren Company Partners with Rights & Brands as Master Licensing Agency
Effective January 1, 2025, the Scandinavian agency Rights & Brands (R & B Licensing AB) will become the licensing master agent for Astrid Lindgren’s beloved characters, including Pippi Longstocking and Emil in Lönneberga. The collaboration will pave the way for new creative opportunities in consumer products.
The Astrid Lindgren Company and Rights & Brands begin a strategic partnership that aims to refine each party’s strengths and create long-term value. By combining Astrid Lindgren’s unique content and storytelling world with Rights & Brand’s expertise and business focus, the foundation is laid for reaching new heights together.
This collaboration reflects a common ambition for growth and creativity with the goal that Astrid Lindgren’s stories will continue to delight, comfort and inspire new generations. Among the famous characters are Pippi Longstocking, Emil in Lönneberga, Ronja, the Robber’s Daughter, The Children of Noisy Village and Karlsson on the Roof.
Max Hallén, CEO of The Astrid Lindgren Company says:
“It’s with great pleasure and engagement that we begin our collaboration with Rights & Brands. For The Astrid Lindgren Company, this strategic decision is a clear expression of our ambition to strengthen the sale of consumer products further. We are convinced that the expertise and experience that Rights & Brands possesses will open doors for even more people to discover the worlds created by Astrid Lindgren. I look forward to contributing The Astrid Lindgren Company’s combined expertise in this close collaboration.”
Nils Nyman, Chairman of the Board at The Astrid Lindgren Company, comments:
“Our long-term goal is to spread Astrid Lindgren’s timeless stories to as many people as possible and to preserve their power for many generations to come. With Rights & Brands, which already represents Tove Jansson’s beloved Moomin characters, there is a fantastic opportunity for these well-known Nordic brands to grow and strengthen together. This collaboration also builds on the successful partnership between The Astrid Lindgren Company, R&B Licensing, and Design Ilon Wikland AB.”
Roleff Kråkström, CEO and Chairman of the Board at Rights & Brands says:
“We are truly honored and excited to represent Astrid Lindgren’s characters alongside Moomin. We see great potential in this collaboration, and it will also position Rights & Brands as one of the largest agencies within art, literature and design globally.”
As part of this partnership, Jenny Adamsson from The Astrid Lindgren Company’s licensing team will join Rights & Brands.
