Rätt Start x Astrid Lindgren & Ilon Wikland

Background

Rights & Brands has a long-standing collaboration with baby product experts Rätt Start. This made Rätt Start a natural choice to obtain the rights to use the artwork of Ilon Wikland and the characters from Astrid Lindgren’s stories on a collection of baby and children’s products. Rätt Start believes that this artwork is ideal for the baby segment in which they excel, as well as for developing new products for older children.

About

Brand

Astrid Lindgren, Ilon Wikland

Licensee

Rätt Start

Territory

Nordic

Timeline

The product line was launched in all Nordic countries in 2022

The Collaboration

Rätt Start decided to start creating collections with four beloved stories by Astrid Lindgren & Ilon Wikland: Madicken, the Brothers Lionheart, Lotta on Troublemaker Street and the Children of Noisy Village.

When Rätt Start started the design process of the collections, they prioritized capturing the essence of each character’s story and based the design on what is specific about them.

All the artwork used on the products is the original illustrations that Ilon Wikland made for Astrid Lindgren’s books. The result is four beautiful collections with their own expression and storytelling that capture what is unique to each story.

The Children of Noisy Village

The first collection is with the Children of Noisy Village (Barnen i Bullerbyn). It features a food container with the three farmhouses, a set of cutlery and tableware, a stainless steel water bottle, bibs, and a special baby book with the animals from the farms.

Lotta on Troublemaker Street

The second collection is Lotta on Troublemaker Street (Lotta på Bråkmakargatan). Rätt Start chose the children who loves to ride bicycles on Troublemaker Street as their inspiration for this collection and Lotta’s iconic red colours. The water bottle and food container are perfect for adventures and this collection also includes Lotta’s best friend – the plush pig Bamsen who is made in 100% linen!

Madicken

The third collection features Madicken. Rätt Start says the starting point for this collection was the sisterhood between Madicken and Lisabet and the porcelain ware with blue edges that could be found at Junedale. They are just perfect for eating meatballs! The tableware is made of melamine and has a new, brushed surface.

The Brothers Lionheart

The fourth choice was The Brothers Lionheart (Bröderna Lejonhjärta). A tale of love strong enough to conquer death – not just once, but twice. Follow Jonathan and Crusty’s incredible adventures through a world of fairy tales. In this collection, you will meet dragons, dangerous travels through valleys and over mountains, and wicked knights. The bibs come in two versions, one with Thorn Rose Valley (Törnrosdalen) and one with Cherry Valley of Nangijala (Körsbärsdalen)