Produkter med Pippi

Product licensing

The earliest Pippi products were issued at the end of the 1940s and since then many popular products such as toys, dolls, games and clothes have been produced. The starting point has always been for them to have a natural link with the books and the illustrations.

We are seeing a constantly increasing interest in developing products for new markets and we welcome all kinds of collaborations. To preserve the uniqueness of Astrid’s work we are diligent when choosing our partners, suppliers, and distributors in order to develop the best possible products.

Our licensing programs

We license products within a number of licensing programs. Each program has a design manual which the licensee has access to. Right now, we are working with these licensing programs:

To the licensing programs

Our starting points

  • The licensed products should first and foremost be for children and preferably be fun and encourage play.
  • We are very concerned about good quality.
  • We like when our licensees share our values and social engagement in children’s rights issues (for example, we support Save the Children).
  • The products should be non-harmful and produced according to approved standards.
  • The central focus of the products should not be pedagogic or educational.
  • We prefer to license products that suit the features of the character and that have a connection to Astrid’s stories.
  • We are restrictive with co-branding, since it is important that Astrid Lindgren's unique characters always represent themselves in each collaboration and are not taken out of context.
  • We have certain demands concerning distribution and volume, which means that normally we're not able to give a license to entrepreneurs wishing to produce only a small number of products.

Frequently Asked Questions

I have created my own illustrations of Pippi Longstocking and want to sell them, is that allowed?

Names such as Pippi Longstocking, Ronja, the Robber's Daughter and Emil in Lönneberga etc. are trademark protected and in order to use them for commercial purposes you will need a license from The Astrid Lindgren Company. At this time, we only license illustrations from our licensing programs, which are based on original images from the books and films.

Can I use quotes by Astrid Lindgren on products or in marketing?

To place someone’s quote on a commercial product or in marketing does not constitute so-called fair use, i e it is not considered OK according to quotation rights. All such use of quotes requires permission from the rights holder.

Are you allowed to make clothes inspired by Astrid Lindgren's characters?

You are allowed to make clothes inspired by Astrid Lindgren’s characters, but you are not allowed to sell or market them by, for example, stating that you’re selling an "Emil in Lönneberga"- cap or a "Pippi"-dress. Names such as Pippi Longstocking, Ronja, the Robber's Daughter and Emil in Lönneberga etc. are trademark protected and in order to use them for commercial purposes you will need a license from The Astrid Lindgren Company.

I have created a work of art based on Astrid Lindgren or one of her characters, what are the rules?

What is possible to do within the framework of so-called artistic license is generally quite generous. It is therefore OK to create artworks relating to Astrid Lindgren and her work, however it is not allowed to sell or market reproductions of them using Astrid Lindgren or any of her characters without permission.

The Product Licensing Department at The Astrid Lindgren Company