8 December 2023
Micki Enters New Toy Collaboration with Maxi & Helium
The Swedish toy company Micki is now entering into an agreement to develop toys with the characters from the best-selling books about Maxi & Helium.
The fantasy books about Maxi & Helium, written by the author Camilla Brinck, have enchanted children and adults since the first book came out in 2018. The books have sold 3.5 million copies and are the fastest growing children’s book ever in Sweden and Norway. An animated film about the two mice and their adventures is planned and the books are translated into all Nordic languages and English.
Micki develops toys under their own brands Micki, Lundby, Skrållan and Rubens Barn but also popular characters such as Pippi Longstocking, Bamse, Babblarna, Bluey and Hello Kitty. Micki was founded in 1944 and still has its base in Gemla, Småland. The toy manufacturer still has parts of their production there, in their own toy factory.
Product development is underway, and the first launch is planned for autumn 2024.
– This is truly a dream collaboration where the magical world of Maxi & Helium can become an even bigger part of children’s everyday life with fantastic toys from Micki, says Kristin Tjulander, Nordic Commercial Director at Rights & Brands.
Interested in a licensing collaboration with Maxi & Helium? Hit us with your idea by sending an e-mail to licensing@rightsandbrands.com
