Nora Norway secures licensing agreement with Finnish brand Moomin

This landmark partnership grants Nora Norway the rights to design, manufacture, and distribute jewelry, watches, hair accessories, and toiletry and makeup bags inspired by Moomin across Europe and the United States
Nora Norway, the distinguished Scandinavian lifestyle brand, has announced a licensing agreement with Moomin, the beloved Finnish brand known for its whimsical characters and timeless storytelling. This landmark partnership grants Nora Norway the rights to design, manufacture, and distribute jewelry, watches, hair accessories, and toiletry and makeup bags inspired by Moomin across Europe and the United States. Additionally, the agreement includes rights to travel retail in those markets and Asia.
“We are thrilled to collaborate with Moomin, a brand that holds a cherished place in the hearts of millions worldwide,” said Lars Bjerkeengen, CEO at Nora Norway. “This partnership aligns perfectly with our vision of creating meaningful and beautiful designs. The charm and nostalgia of Moomin, combined with our Scandinavian design philosophy, will bring a unique collection that resonates with fans and customers of all ages.”
“As we stay focused on bringing the Moomin brand to life through partnerships worldwide, we are delighted to welcome this new collaboration with Nora Norway. We chose Nora Norway as they are true to the values of Moomin. The company is in Scandinavia and known for quality products and integrity. We know that Nora Norway will extend the reach of Moomin’s characters to new and existing audiences through their well-established distribution channels and presence,” said Anja Breder, Commercial Manager of Rights and Brands Norway.
“We are eager to get the products from this collaboration into the hands of Moomin fans and in time for the Moomin 80th anniversary in 2025, celebrating inclusiveness, kindness, family, and community. First debuted in 1945, Moomin has an extensive fan base across European territories and is gaining popularity in North America.”
The collaboration will showcase a range of meticulously crafted jewelry, elegant watches, and stylish hair accessories, all infused with the enchanting spirit of Moomin’s world. The Moomin collection will be distinct and separate from the Nora Norway collection, allowing each to maintain its unique identity while offering customers diverse design options. The Moomin collection will have separate display and merchandising materials to ensure it is not confused with the Nora Norway collection. Watches under the Moomin brand will mark a new category of business for Nora Norway, reflecting the company’s commitment to exploring innovative opportunities. Drawing inspiration from Tove Jansson’s iconic characters and stories, the collections will feature timeless designs that celebrate friendship, adventure, and the magic of nature.
Nora Norway’s commitment to quality will be central to the Moomin-inspired collections. While keeping environmental considerations in mind, the focus remains on creating beautiful, timeless designs that customers will cherish.
“The Moomin stories have always celebrated kindness, inclusivity, and the beauty of nature, which aligns perfectly with Nora Norway’s values,” said Breder. “We are confident that this partnership will result in products that delight Moomin fans while upholding the integrity of our beloved brand.”
The collections are set to launch in June 2025, coinciding with the celebration of Moomin's 80th anniversary. Fans and customers can look forward to a series of timeless and imaginative designs that seamlessly blend the magic of Moomin with Nora Norway’s distinctive Scandinavian design aesthetic.