Rights & Brands appointed worldwide agent for Bamse

23 Jun 2020

Stockholm, June 23 2020
Rights & Brands appointed worldwide agent for Bamse. 

Egmont Publishing has appointed the leading licensing agency Rights & Brands AB to represent Bamse as broker in the Nordics and agent worldwide for licensing and publishing. With knowledge and experience of building literature driven Nordic brands, Rights & Brands will develop a global licensing and publishing program for Bamse. Egmont Publishing is still the main licensing agent in the Nordics for Bamse.

Bamse – The World’s Strongest Bear is a hugely popular Swedish cartoon created by Rune Andréasson. It was first published in 1966, and for over 50 years the bear that becomes the strongest in the world by eating magic honey has captured the imagination of Swedish children.

Aiming to give children knowledge as well as entertainment, the comic has never shied away from big questions, always standing up to injustice and against bullying and discussing issues such as gender equality and fake news.


“We are extremely proud to represent Bamse, who is one of the strongest character brands in Sweden, both in licensing and publishing internationally. Bamse is also strengthening our position – to bring Nordic rights and brands to a global arena.”  Kristin Tjulander, Sales & Marketing director at Rights & Brands says.


“With our network of agents and publishers around the world – we will put in all our effort so that more children around the globe can get to know the strongest bear in the world. “Kristin continues.


“We are really glad and excited to partner with Rights & Brands and together starting this new international Bamse chapter,” says Marika Bark, Publishing Director, Egmont Publishing. “Bamse is a truly amazing character. He brings excitement and joy of reading as well as fun knowledge to both children and parents. In Sweden, we will keep focus on the main values of the brand and continue with our strong and successful Bamse licensee partnerships. “


Contact information

Rights & Brands

Kristin Tjulander
Sales & Marketing director

Fredrik Rahka
Managing Director

Egmont Publishing

Marika Bark
Publishing Director



Rights & Brands logo

Bamse Image


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 includes Tove Jansson, Stig Lindberg, Carl Larsson-gården Sundborn, Ilon Wikland, Mauri Kunnas 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.


About Bamse

The highly popular children’s cartoon first emerged as a series of television short films as well as a weekly half-page Sunday strip in 1966, before being published periodically in its own comic magazine since 1973. The comic magazine is still popular to this day with 20 issues released each year and several spin offs from the main comic. The comic has also been turned into several books and movies. 

In 1998, the theme park ‘Bamses Värld’ (“Bamse’s World”) started as an attraction at the Kolmården Amusement park. Bamse is also a part of TUI’s Kid’s Holiday Clubs and has done shows at the biggest arenas in Sweden.

Each year 80 000-100 000 children participate in the Bamse Run (Bamseloppet) that promotes health and fun to preschoolers all around Sweden. 



About Egmont Publishing

Bamse is published by Egmont Publishing. Egmont Publishing is a leading and long-established Swedish media company. We are passionate storytellers and have a burning desire to do good. Through our owner, the Egmont Media Group, we donate a considerable portion of our profits every year to support children and young people in need.