King Features Syndicate, a unit of Hearst, has reached an agreement with Bulls Licensing to represent classic literary and art-based brand Moomin for merchandise, advertising, and promotions in the U.S. and Canada. Moomin is the latest addition to King Features broad portfolio of both classic and new characters including Popeye, Betty Boop, Cuphead, The Phantom, Flash Gordon, Mandrake the Magician, Archie Comics, Garfield, and more. The news comes on the heels of yesterday’s announcement that King Features will also represent Icelandic property Tulipop in the U.S. and Canada.

Created in 1945 by celebrated Finnish author and artist Tove Jansson , Moomin now garners millions of fans around the globe. With the brand’s 75th anniversary quickly approaching in 2020, King Features is looking to bring Moomin to apparel, accessories, stationery, art, novelty items, and much more.

“Moomin Characters has waited for many years and intentionally refrained from entering the U.S. market,” said Roleff Kråkström, CEO, Moomin Characters. “Our assumption has always been that we must find the right partner before we take on such a huge market. King Features is just the partner we have been looking for and shows that the long wait was worthwhile. We are now ready to pull up our sleeves and start working together with the King Features team. This is really exciting.”

“With Moomin’s 75th anniversary just around the corner, timing couldn’t be better to activate this charming and beautiful brand in the US and Canadian markets,” said Carla Silva, vice-president and general manager, global head of licensing for the New York City-based unit of Hearst. “For over seven decades, the Moomins have been one of the world’s most beloved, whimsical families. King Features is proud to announce the addition of this heartwarming property to our portfolio and we look forward to securing new partnerships for Moomin here in the U.S.”