10 April 2025
Rights & Brands Welcomes Emil in Lönneberga
Even if five-year-old Emil looks angelic, everybody knows he’s wild and stubborn, and gets up to more mischief than there are days in the year. He’s a clever and curious scatterbrain with an amazing gift for turning his God-fearing and respectable community in the county of Småland upside down.
A Beloved Character with Global Reach
Authored by Astrid Lindgren, the books about Emil have been translated into 53 languages and have sold around 30 million copies, often published with the fantastic original illustrations by Björn Berg. The Emil books are continuously released in new editions and printings in the Nordic countries, as well as in Germany, the Netherlands, Poland, and other European countries. The Småland setting where Emil grows up, which we perceive as so genuinely Swedish, shares much in common with rural conditions all over the world.
Mischievous but Kind-Hearted
Emil’s mischiefs are always hilarious and never mean. His wild ideas generally stem from his kind and caring personality. He can’t stand to see others suffer and will do anything to help. Emil has only good intentions but acts of his own accord without due regard for social hierarchy or grown-up authority. He’s a streetwise farm boy and, unlike the people of Lönneberga, the reader is aware that one day he will make a success out of his life and shine in the role of Chairman of the local government.
Written by Astrid Lindgren
The books about Emil are written by Astrid Lindgren (1907–2002), one of Sweden’s most beloved and well-known authors. Her works bring joy to children and adults worldwide. Her contributions are unique and significant and cannot be overstated. She was a committed humanist and fought for children’s rights, equality, and animal welfare — but it’s as a writer of children’s books that she is most known.
Astrid wrote 34 chapter books and 41 picture books in total. Together, they have sold around 200 million copies and have been translated into more than 100 languages.
Illustrated by Björn Berg
Björn Berg (1923–2008) illustrated the original books about Emil in Lönneberga, and Astrid Lindgren personally selected him for the collaboration. During the summer of 1963, the Swedish county of Småland served as the studio, background material, and inspiration for Björn. The intense weeks passed as he produced 100 ink drawings in time for the delivery ahead of that autumn’s book release, which led to success.
Björn Berg grew up in New York and was influenced by Walt Disney’s characters and style in the early 1930s. He later studied at the Royal Academy of Fine Arts in Stockholm and at the École des Beaux-Arts in Paris. He worked as an illustrator for the Swedish newspaper Dagens Nyheter for over 40 years, collaborating and traveling with different journalists, and received several awards for his work.
In addition to Emil in Lönneberga, Björn became known for having illustrated Teskedsgumman (Mrs. Pepperpot). He also illustrated books and covers for other famous authors, such as Alf Henrikson, Hasse Alfredson, PC Jersild, Ulf Nilsson, and Cecilia Hagen.
Global Licensing Representation by Rights & Brands
Rights & Brands represents Emil in Lönneberga for merchandising rights worldwide. Learn more about Emil and see the brand presentation here.
Interested in a collaboration with Emil?
Get in touch!
Jenny Adamsson
Brand & Sales Manager
