Properties from Finland, especially from the worlds of design, digital entertainment, and publishing, are expanding their activities on the global market this year. Many are classics, or at least well established, but their profiles are on the upswing, each for its own reasons.
On the design side, Marimekko, which has been known for its brightly patterned fabrics and merchandise since it was founded shortly after World War II, is getting a boost this year in the U.S. market through its design collaboration with Target. Starting in mid-April, a limited-edition spring/summer collection of 200 items will include everything from outdoor décor, swimwear, and sunscreen, to hammocks, paddleboards, and bocce ball sets.
Meanwhile, another Finnish design brand, Finlayson, founded in 1820, signed Licensing Link as its agent in the U.K. at the end of 2015, marking another step in its expansion outside of its core territory of the Nordic region; it already has a licensing program in Japan. Finlayson has more than 100,000 textile designs for bed, bath, and kitchen, with products sold through 14 stores and additional pop-up locations in the Nordic countries. Licensing plans for the U.K. market include bedding, kitchenware, stationery, and accessories.
Aside from its textile design expertise, Finland is known for its work in the digital sector, and this arena is also seeing a spike in licensing activity this year. In February, for example, Dramaforum Oy signed Blonde Sheep Licensing as its representative in the U.K. and Ireland for Petra’s Planet. The property is a book-based virtual world featuring a 7-year-old girl who explores the globe; apps and educational software are also available.
The most successful global license with digital roots to date, Rovio’s Angry Birds—also developed in Finland—is hoping for a resurgence this year in conjunction with the release of The Angry Birds Movie in May. Rovio has been signing new licensees around the world in the months leading up to the movie premiere, including the likes of LEGO and Spin Master in the U.S. It has also added a network of agents to boost its licensing presence in Asia and launched a video language learning platform with Papagei.com that is available in Germany, Russia, Poland, Mexico, and Brazil to date, among other initiatives.
Finally, Moomin Characters and agent Bulls Licensing have made a number of announcements tied to their book-based character property the Moomins, on the heels of its 70th anniversary in 2015. New ventures include a theme park in Japan (scheduled to open in 2017), the Moomins’ ranking as a top 10 global licensed property in China, and the opening of the first dedicated Moomins shop in the Americas, located in Guadalajara, Mexico.
Raugust Communications’ free monthly e-newsletter, featuring the “Licensing Trend of the Month,” comes out tomorrow (March 15). The topic for March is how licensors and licensees are fostering and supporting innovation. Subscribe here. You can also sign up to receive licensing insights from RaugustReports every Monday and Thursday, if you have not already done so.
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