3 days ago
Finnish franchise Moomin launches in India with Bradford License India
Finnish lifestyle franchise Moomin has entered the Indian market through a strategic licensing partnership with Bradford License India. The move brings the cartoon characters created by author and artist Tove Jansson to one of the world's fastest-growing consumer markets for storytelling brands.
The India partnership aims to tap into the growing demand for emotionally resonant and design-led brands, Indian Retailer Bureau reported. Moomin's visual identity and cross-generational appeal are expected to drive expansion across premium lifestyle categories, apparel, gifting, and experiential retail formats.
'Moomin represents everything that makes a character brand timeless, a strong narrative, an emotionally engaging world, and relevance across generations," said Bradford License India's chairman Gaurav Marya, Indian Retailer Bureau reported. "We are excited to lead Moomin's foray into India and look forward to collaborating with innovative partners who see value in building something meaningful and lasting.'
The Moomin brand, with a legacy spanning generations and a fan base in over 100 countries, markets itself on themes of kindness, curiosity, and inclusion, according to its Facebook page. Having evolved from books and animation into a global lifestyle brand, Moomin now spans home décor, fashion, stationery, collectibles, and fast-moving consumer goods.
'India's market potential is unmatched, and we are confident Bradford License India is the right partner to help us grow in this region," said Moomin Characters' managing director Roleff Kråkström. "We've seen Moomin thrive in diverse markets, from Europe to East Asia, and we're excited to see how Indian consumers engage with the brand's values, designs, and storytelling."
