Hit K-Beauty brand, dearcloud has launched a collection of premium skincare essentials and beauty accessories featuring the Moomin property.
The collaboration sets the stage for Moomin’s 80th anniversary in 2025, with new merchandising and retail partnerships in the US.
The partnership was brokered by Moomin Characters’ US agent, King Features.
In the collection, dearcloud and Moomin present an exclusive assortment of classic Korean skincare, including face masks, hand creams, cleansing wipes and more, all powered by high-performance ingredients. In addition, it also features accessories such as hair clips and cosmetic bags.
“As we stay focused on bringing the Moomin brand to life through cross-category partnerships in the US, this new venture with dearcloud allows us to enter the world of beauty and extend the reach of Moomin’s characters to new and existing audiences,” commented Christina Nix-Lynch, senior director of licensing at King Features. “We are eager to get these delightful new products into the hands of Moomin fans, so that everyone can bring home the coziness of Moominhouse this holiday season.”
The 80th anniversary will be marked by a global campaign inspired by the slogan, ‘the door is always open’, celebrating inclusiveness, kindness, family and community. The anniversary celebrations will feature new content including stories relating to the anniversary’s key themes, as well as gems from the archives.
Fans can also expect an expansion of Moomin’s existing partnership with the International Red Cross, a global competition inviting fans of all ages to create their own version of the iconic Moominhouse, and anniversary-themed social content, from images and video to downloadables, stickers and more.
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