MOOMIN CHARACTERS

MOOMIN CHARACTERS

THE CHALLENGE:
Moomin Characters is one of the most recognised cultural brands in the world. Riot was engaged to help raise its profile in the UK, and drive sales.

RIOT SOLUTION:
Our strategy centred around the brand values found in the original artwork and stories: love, tolerance, family, adventure, respect for nature.
We created a campaign that increased media attention, supported UK-based licensees and developed strategic partnerships to reach new audiences and access new markets.

THE RESULTS:
In 2017, activity included four high profile consumer-facing events (at Southbank Centre, Dulwich Picture Gallery, Kew Gardens and the Lakes Comic Art Festival) as well as commissioning a touring puppet show that provides the opportunity to engage with Moomin face-to-face.
We also launched a hugely successful charity partnership – to date, 40,000 copies of The Invisible Child have been sold and £268,000 has been raised for Oxfam.
Over 100,000€ worth of Moomin merchandise was ordered from Moomin.com in from shoppers in the UK and four brand new UK licensees came on board.

WHAT WE DID: ONLINE; NEWS; DIGITAL