Opening the Book on European Literary IP

Many literary properties with European roots rank among the top licensed character IPs globally, but they have historically had a difficult time gaining a footing in the U.S. market, remaining niche brands even after decades of attempts to broaden their publishing and licensing efforts. Recently, however, there are signs that a handful of these classic properties are starting to gain traction on licensed merchandise stateside:

• The Moomins. This month Barnes & Noble announced an expansion of the book-and-product program it launched for this Finnish property in 2023. The initiative, based on the books and comics of Tove Jannson, was billed as the property’s first “significant foray” into the U.S. This month, the program widened to 260 stores, from 20 originally, and the merchandise range broadened to include Fiskars Arabia mugs, Nordicbuddies socks, and more, in addition to the original range of lifestyle and home goods products. Nearly a dozen comics and children’s books, as well as Jansson’s adult novels, are also included in the program, with more books set for release throughout 2024 and 2025. In addition, King Features, the property’s North American agent since 2019, has added new licensees in the lead-up to the property’s 80th anniversary in 2025, including Nenderoid articulated chibi vinyl figures from the Good Smile Company, mobile phone accessories from Hamee U.S., stationery kits from Pie International, specialty beverages from Clöud Café, and beauty items from dearcloud. Rights and Brands is the global master licensing agent, on behalf of Moomin Characters Oy.

• Miffy. This property, based on the books of Dutch author/illustrator Dick Bruna, had a moment in the U.S. in 2023, the Year of the Rabbit on the Chinese lunar calendar. Social media exposure—as when Paris Hilton and her child were featured sporting Miffy merchandise on TikTok—brought the property to the forefront with millennials. That spurred the interest of the likes of Urban Outfitters and Hot Topic, and prompted the signing of nearly three dozen licensees in six months. Some of the partners signed recently, in anticipation of the Miffy and friends’ 70th anniversary next year, include the Chicago ice cream shop Kurimu, streetwear brand Dumbgood, accessories brand LeSportsac for a return engagement of Miffy bags, Japanese retailer Daiso’s U.S. stores, pop-culture fashion label Goodie Two Sleeves, playmat maker Little Bot Baby, and audio device marketer Tonies, among others. A CGI-animated TV series for preschoolers from Studiocanal and Superprod Animation is also set to premiere globally in 2025. The Joester-Loria Group represents Miffy in North America on behalf of licensor Mercis.

• The Little Prince. This property, based on the classic book by French author Antoine de Saint-Exupéry, has been building since before the 75th anniversary in 2018. The 80th birthday in 2023 provided another hook for merchandise and promotion, with a high-profile exhibit at The Morgan Library and an immersive touring live show. The character’s Instagram account recently reached 100,000 followers. New content has also expanded the audience beyond the historical market of adults and infants. The CrackBoom! imprint of Chouette (now owned by PAPP International) was signed in 2021 to publish a variety of book formats for preschoolers, while the TV series The Little Prince and Friends, for the lower elementary grades, debuted in 2024 on YouTube Kids in the U.S. More than 40 licensees are on board in North America, ranging from collectibles from Funko and Boss Fight, to apparel with Pacsun, to fine jewelry collections with Reeds Jewelers. Licensing Works! represents the property for licensing in North America, on behalf of Le Petite Prince Licensing/Sogex.

The recent embrace of these properties in the U.S. market can be attributed to several factors, with the specifics varying by the individual IP. They include the increased interest in wholesome and nostalgic brands, the multigenerational appeal, fresh new content, major anniversaries to drive interest, and social media exposure, among other reasons. These classic characters’ recent U.S. successes still do not approach their popularity in global markets, but they are certainly building a more significant presence in the U.S. than they have been able to do in their long histories to date.

Watch for the newest edition of Raugust Communications’ monthly e-newsletter, which hits in-boxes next Tuesday, July 16, 2024. The Licensing Topic of the Month will examine how property owners are increasingly partnering with direct competitors in the licensing space, while the Datapoint research spotlight will focus on contract lengths in the global fragrance business. If you are not yet a subscriber to this free publication, you can sign up here.