Moomin Characters first appointed Riot in 2016 with a brief to grow brand awareness in the UK, driving book sales and supporting the brand’s licensing programme. We’re delighted to have been retained ever since, and to play a significant role in protecting and promoting Tove Jansson’s legacy here in the UK. In that time we have: secured thousands of pieces of press coverage; supported major events with cultural institutions including the Southbank Centre, Kew Gardens and the Eden Project; brokered partnerships with brands including Tatty Devine and Lola’s Cupcakes; launched a partnership with Oxfam which has since raised £3m for the charity; and fostered a collective of influential Moomin fans and supporters to tap into at key moments for the brand.