The Astrid Lindgren Company is collaborating with Caravanserai Partners to strategically grow and expand its licensing programme across key territories like Spain and Portugal.
The two companies will now work together to capitalise on the popularity of Pippi Longstocking and her universe, creating licensing programmes for consumer products and brand promotions in the Iberian Peninsula territories.
Pippi Longstocking is the most famous of all Astrid Lindgren’s characters across the world and has been translated into 78 different languages.
With her mismatched stockings, carrot-coloured hair and freckly face, not to mention super-human strength and resilience, Pippi has become something of a cultural icon and is regularly voted as one of the world’s favourite children’s characters.
The character can also regularly be seen in things such as tattoos, celebrity photographs, works of graffiti and on catwalks, as a symbol of female strength, resilience, kindness, fairness and acceptance.
“We are very happy to start working with such an inspiring and well-known character for many generations like Pippi, especially for her strong values that we’ll try to replicate into licensed products,” commented Guillem Rey, md at Caravanserai Partners.
Jenny Adamsson, licensing manager at The Astrid Lindgren Company, continued: “Pippi Longstocking, or Pippi Calzaslargas as she is called in Spanish, is a well-known and popular children’s character in Spain and Portugal and we believe that there is a large potential for further growth and success for the Pippi brand in Iberia. Together with Caravanserai, we look forward to expanding the world of Pippi Longstocking.
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