Story House Egmont has appointed Rights & Brands as the master agent for Bamse, a beloved children’s character recognized throughout Scandinavia and holding the strongest brand awareness among children in Sweden.
Press Release 8 April, 2024
After four years of serving as a broker in the Nordic countries, R&B is proud to have earned the trust to represent Bamse as its master agent.
In 2020, Story House Egmont appointed Rights & Brands as the licensing and literary agency to oversee Bamse’s global licensing and publishing rights. Formerly serving as a broker in the Nordics, Rights & Brands will now extend its role as a master agent for licensing rights to include Sweden, Denmark, Finland, and Norway.
Bamse – The World’s Strongest and Kindest Bear is a beloved Swedish cartoon created by Rune Andréasson in 1966. For over fifty years, Bamse has captivated children and young audiences as a hero and a role model, celebrated for exciting adventures that uphold knowledge, friendship, and justice. The world of Bamse is evolving, not just through storytelling, but also via thriving licensing collaborations that cover an extensive array of content, products and experiences.
The no 1 children’s brand
Bamse is the children’s character that has the strongest brand awareness amongst children and parents in Sweden, with over 90% of children aged 4-10 familiar with the character, according to recent market research conducted by KANTAR Sifo and Story House Egmont.
Kristin Tjulander, Nordic Commercial Director at Rights & Brands says:
“Representing one of Sweden’s most cherished children’s brands is an honor. We have a strong network of licensees already doing exceptional work with Bamse, and we aim to further integrate the character into children’s daily lives by expanding into various product categories.
Our primary focus lies in securing partnerships in the apparel sector, spanning everything from pajamas to winter wear and rain gear. We believe every child should have the opportunity to identify with Bamse, and we’re committed to making that a reality. Welcome the world’s strongest bear to Rights & Brands!”
Malin Esaiasson, Marketing Manager at Story House Egmont says: “We are very excited to extend our partnership with Rights & Brands and to continue carrying on the rich legacy surrounding Bamse. Our joint ambition is to make the unique world of Bamse accessible to a wide audience, enabling even more children and families to experience and enjoy the wonders it has to offer. Rights & Brands and Story House Egmont will maintain a close and dynamic partnership, with Story House Egmont continuing to helm selected key licensing categories such as publishing, toys, and entertainment. “
For more information, please contact:
Kristin Tjulander, Nordic Commercial Director, Rights & Brands
kristin.tjulander@rightsandbrands.com
+46 70 763 2872
Links:
Rights & Brands Logo
Bamse Images
About Rights & Brands
Rights & Brands (R&B) is a 360 licensing and publishing agency bringing Scandinavian rights and brands – within art, design, and literature – to a global arena. R&B operates a worldwide network of over 30 sub-agents and 800 clients.
We represent iconic Scandinavian brands, artists, and authors. R&B is the worldwide master agent on behalf of Moomin Characters, and we represent the likes of Stig Lindberg, Carl Larsson-gården Sundborn, Astrid Lindgren & Ilon Wikland, The Beatles, The Smurfs, Tove Jansson, Sofie Sarenbrant and many more. R&B is ranked #1 in Europe and #18 worldwide among licensing agencies, with an estimated retail value of 900M Euro. We develop and create collaborations and brand extensions with leading brands such as H&M, Uniqlo, Granit, Happy Socks, Fiskars, Rovio, Frever, Bvlgari and Finnair.
The Rights & Brands headquarters is in Stockholm, with local branches in Helsinki, Oslo, Hong Kong, London, and Tokyo. R&B was founded in 2016 and has a yearly turnover of 270M SEK.
About Bamse
The tale of Bamse, a bear gaining super strength from magical honey has captivated the hearts and minds of Swedish children since 1966. The highly popular children’s cartoon first emerged as a series of television short films as well as a weekly half-page Sunday strip i, 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 Story House Egmont
Bamse is part of Story House Egmont, one of Europe’s leading media companies.
We are publishers at heart, but also so much more than that. With storytelling as our foundation, we create world-class content and journalism and build strong communities and brands. Story House Egmont are behind some of the most popular magazines and weeklies, such as the BAMSE magazine, and have built growth businesses in e-commerce and agencies.
Through our owner, the Egmont Foundation and Media Group, we donate a considerable amount of our profits every year to help children and young people at risk.
Find out more on www.egmont.com and www.storyhouseegmont.se