Occasion is marked today (May 21) as this is also Astrid Lindgren’s daughter Karin’s birthday.
The Astrid Lindgren Company is continuing to mark the 75h anniversary milestone of the Pippi Longstocking brand.
The company is celebrating the birthday today (May 21) as this is also the birthday of Karin, Astrid’s daughter.
Karin was the one who invented the name ‘Pippi Longstocking’, with Astrid making up new stories about the character for Karin and her friends. In her tenth birthday, Karin received the stories about Pippi which Astrid had written down as a birthday present.
A special digital campaign celebrating Pippi has been running by The Swedish Institute, with the campaign material being customised for the Swedish embassies around the world.
Meanwhile, the brand’s agreement with Save the Children has been extended – in light of the current global situation, many of the campaign partners have needed to delay their events and product releases. The deal has now been extended to December 31, 2021, meaning that partners can also extend their deals within this time period.
A number of new products have also launched to help celebrate the anniversary. These include a new 20-piece jewellery collection from Maria Nilsdotter, a ‘power houdi’ and hat from Houdini (with 10% of the proceeds going to Save the Children) and a collection from Swedish footwear brand, KAVAT (€2 will be donated to the charity for each sold product).
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