Rights & Brands appointed licensing agent for Astrid Lindgren and Ilon Wikland

13 Oct 2020

Rights & Brands is proud to announce its merchandising representation of the joint works of author Astrid Lindgren and illustrator Ilon Wikland.

 Astrid Lindgren’s books have been translated into 107 languages and sold more than 165 million copies worldwide. Ilon Wikland is the artist who has illustrated the greatest number of Astrid Lindgren’s books, including Brothers Lionheart, Ronja the Robber’s Daughter, The Children of Noisy Village, Karlsson on the Roof, Mardie and many more.

Now, for the first time in many years, Astrid Lindgren Company and Design Ilon Wikland AB have agreed on a mutual merchandising program, based on the artwork and characters read and loved by children and adults alike. Nordic licensing agency Rights & Brands has been named the agent and the merchandising program and much sought-after product licensing has just been launched.

“It’s a great honor for Rights & Brands to represent icons like Astrid and Ilon”, says Patrick Ullman, CEO of R&B. “We are presenting a program based on the pair’s amazing output of stories and artwork. The initial response has been overwhelming.”

Children’s rights and the importance of childhood, as well as being allowed to dream and play, joined Astrid and Ilon’s visions of storytelling. Annika Lindgren, Head of Publishing at Astrid Lindgren Company and granddaughter of Astrid Lindgren says;

“At Astrid Lindgren Company we are happy that the close and creative collaboration that started between Astrid and Ilon already in 1954, now will deepen and evolve in yet another direction. In Ilon, Astrid found ‘her’ illustrator and between them something ‘blessed’ grew, as Astrid’s daughter Karin expressed it. Ilon could dress Astrid’s stories in images like no-one else – images loved by generations of children and families. And just as Astrid wrote for the child within her, Ilon draws for the child within.”


Representing the illustrator and member of the board at Design Ilon Wikland AB, Ilon Wikland’s daughter Fredrika Wikland, adds:

“Me and my three sisters, Ilon’s daughters, grew up with a mother who drew and drew. We all got to experience the process of how the images of Astrid’s fantastic stories emerged. We got to take part in our mother’s joy, but also her great respect of visualizing the words. Mother always said: when I read Astrid’s text, I always see the images and characters before me. They are already alive. Our mother loved to illustrate for Astrid and their collaboration was filled with mutual respect and admiration“.


About Astrid Lindgren
Astrid Lindgren’s (November 14, 1907 – January 28, 2002) work is unique and significant. She wrote 34 chapter books and 41 picture books. Her books have been translated into over 100 languages and sold over 165 million copies worldwide. Astrid was a committed humanist and fought for the rights of children, equality and animal rights.


About Ilon Wikland
Ilon Wikland is an Estonian-born Swedish artist and illustrator. In 1944 she escaped the Soviet occupation of Estonia and arrived in Sweden as a 14-year-old refugee. She was later educated at Swedish art school Konstfack and in 1953 Wikland applied for a job as an illustrator at publisher Rabén & Sjögren, where she started working with Astrid Lindgren.

Ilon and Astrid worked together for many years and Ilon has illustrated some of Astrid’s most appreciated works like The Children on Troublemaker street, Mardie, Karlsson on the roof, Ronja the Robber’s daughter and many more.

About Rights & Brands
Rights & Brands is a 360 licensing and publishing agency bringing Nordic rights and brands to a global arena. Starting from a strategic base in literature, art and design, R&B’s platform is built on knowledge, passion and people. Using all aspects of character representation and branding, from publishing and PR to licensing, merchandising and digital development, with a worldwide network of sub-agents and over 800 clients, R&B’s international insight and business capacity is unique.

Rights & Brands represents iconic Nordic brands, artists and authors and is the worldwide master agent on behalf of Moomin Characters. Other representation include Tove Jansson, Stig Lindberg, Bamse, Mauri Kunnas, Sarah Sheppard and many more.

With its headquarters in Stockholm, Sweden and local branches in Helsinki, Oslo and Tokyo, R&B was founded in 2016 by Moomin Characters and Bulls, combining over 70 years of licensing experience. Since January 1, 2020, Bulls Licensing has merged with Rights & Brands.

R&B Licensing contacts

Kristin Tjulander
Sales and Marketing Director

Anna Lawrence
Rights Director


Press contacts

General Enquiries
Patrick Ullman

Press Material Requests
Elin Larsson
Marketing Coordinator