Moomin come to tee!
New Moomin clothing range for the fashionable
Rock Off to produce ladies’ t-shirts for fast-growing Moomin apparel category
Caroline Mickler Limited, Licensing Agent for Moomin, has announced the award of a licence to Rock Off for the design and supply of a range of women’s t-shirts. Rock Off is a long-established wholesale supplier of officially licensed rock and entertainment-based merchandise to an international market.
The first shirt in the collection is available now in HMV stores with a wider launch of the full range of ten designs during 2012. They will be sold through high street and department stores as well as independent and specialist outlets.
The stylishly cut and designed ladies’ trend and fashion tees are all illustrated with stunning designs featuring such well-loved characters as Moomintroll, Moominmamma, Moominpappa, Snorkmaiden, Snufkin and Little My.
The core market for the Moomin t-shirts will range from tween and teen girls to young adult women. However, these fashion tees are expected to enjoy a strong response from the women’s market as a whole, reflecting the lasting popularity and enduring appeal of Moomin across many age groups.
The Moomins have been stars of books, cartoon strips, stage and screen for over half a century. Caroline Mickler Ltd’s strategy for the Moomin brand has brought a wide range of licensed product, including cards, books, toys, apparel, accessories, tableware and an award-winning range of fashion bags, to a vast consumer audience but in particular two target markets for whom the lovable, carefree trolls have a massive and enduring appeal: children and young adult women.
Paul Machin, MD, Rock Off says: “The charm, humour and unique look of the Moomin family of characters make them ideal for a fashion t-shirt range for the women’s market. We are delighted to have been asked to produce t-shirts highlighting this instantly recognisable and incredibly popular brand.”
Caroline Mickler says: “The Moomins have already proved their appeal to girls and women across a wide range of products, and are clearly a perfect brand for fashion t-shirts. Rock Off, a company that understands entertainment brands and women’s fashion, has done a great job of bringing together stunning Moomin imagery and high-quality fashion tees.”
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