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People Tree to launch Moomin fair trade fashion line for women

Caroline Mickler Ltd, which builds the UK licensing programme for Moomin, has announced the award of a license to women’s fair trade fashion label People Tree for a range of women’s dresses, knitwear, pyjamas, fleeces and t-shirts using Moomin imagery.

The range will launch in Q4 2019 in the UK and then across Europe and into the US, Australia and Japan.  In the UK, the range will be available at department stores, fashion retail and independent boutiques, as well as via the People
Tree webshop.

The range will be available in a variety of contemporary, versatile designs and illustrated with charming, playful
images of the delightful Moomin family and their friends against a number of colourful backgrounds including fuschia rose, crimson, aspen gold, strawberry cream and royal blue, to name only a few.

People Tree is a women’s fair trade fashion label, whose products use ethically sourced, sustainable materials and
organic cotton. Founded in 1991 by award-winning social entrepreneur Safia Minney, the company ensures that
every product is made to the highest ethical and environmental standards from start to finish.

Awareness of the Moomin brand is continuing to grow. In fact, the imminent arrival of the eagerly anticipated new
animated TV series Moominvalley on Sky is expected to bring the Moomins and their friends to a whole new
generation of young fans. Add the continuing appeal of the original novels and picture story books, as well as the
arrival of more licensed product at retail, and 2019 is going to be an especially busy year for the delightful
inhabitants of Moominvalley.

The Moomin brand’s established licensed output includes luxury handbags, fashion apparel and accessories,
homewares and publishing. All these products are part of the continuing success of a UK Moomin licensing
campaign targeting a wide variety of price points and retail outlets.

Melanie Traub, MD, People Tree, says: “The caring, kind and nature-loving Moomins are wonderfully suited to a line that is high quality and ethically made as well, of course, as colourful, fashionable and fun. We’re delighted to be
working with this charming, much-loved brand.”

Caroline Mickler says: “The gentle inhabitants of the beautiful, unspoilt Moominvalley are a perfect fit with an apparel range strongly associated with sustainability. This agreement with People Tree highlights the wide-ranging appeal of the Moomin brand – and in particular its strength in the ethically produced adult fashion market. This wonderful range will, I am sure, be a major success with women in the UK and many other countries.”


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