Enhancing the Moomin brand value and expanding the market

「We will expand the Metsä fan community, enhance brand value and promote reciprocal visitor traffic between the two facilities.」

「In the entertainment and services business, on 1 November 2024, we revised admission ticket prices for Moominvalley Park, substantially reducing the advance price of the child 1-Day Pass from ¥2,000 to ¥1,000, while also extending child pricing to middle and high school students, who had previously been charged adult prices. As a result, visits by families increased.」

「In the entertainment and services business, Moominvalley Park marked its fifth anniversary, and we advanced the launch and renewal of content and various promotional activities.」

「At Moominvalley Park, after securing capital investment and marketing funds through the transfer of RBJ shares, we proceeded to consider a capital investment plan to introduce new content and other initiatives, while establishing a foundation for increasing revenue by enhancing visitor attraction through trial television commercials, stronger social media communications and the launch of inbound tourism initiatives.」

「Moomin Monogatari decided to transfer all shares of RBJ to secure funds to strengthen capital investment, events and public relations aimed at further enhancing the appeal of Moominvalley Park and expanding awareness.」

「In licensing, we are preparing to build an integrated CRM platform for data-driven marketing and advancing branding strategies to establish a foundation for medium- to long-term growth.」

「In licensing, licensing revenue increased as licensee sales volumes for Moomin products rose, driven mainly by growth in casual wear and other fashion categories and expanded sales of magazines with supplements. As a result, licensing revenue increased 2.8% year on year to ¥1,390 million.」

「In licensing, we are advancing preparations to build an integrated CRM platform for data-driven marketing and considering branding strategies to establish a foundation for medium- to long-term growth.」

「In licensing-related operations, licensees’ sales of Moomin products increased, particularly in the fashion field. As a result, licensing-related revenue was ¥491 million, up 31.8% from the first quarter of the previous fiscal year.」

「PR activities to enhance Moomin’s brand value and various initiatives developed with licensees helped capture stay-at-home demand for daily necessities and casual wear during COVID-19, increasing licensing income. As a result, licensing-related revenue was ¥1,759 million, up 23.3% from the previous consolidated fiscal year.」

「In licensing-related operations, the domestic Moomin market continued to expand as branding efforts strengthened. At Metsä, however, visitor numbers remained low following the second state of emergency declared in January 2021, and measures to balance income and expenses by controlling costs continued.” “PR activities to enhance Moomin’s brand value and various initiatives developed with licensees helped capture stay-at-home demand for daily necessities and casual wear during COVID-19, increasing licensing income. As a result, licensing-related revenue was ¥1,351 million, up 26.9% year on year.」

「In this business, the Company continued branding activities by supporting the nationwide tours of the original-art exhibition Moomin Exhibition THE ART AND THE STORY and the comics exhibition Moomin Comics Exhibition, and by developing various initiatives in cooperation with licensees despite restrictions on event activities due to COVID-19. Revenue was ¥929 million, up 19.4% year on year and exceeding pre-COVID-19 levels.」

「In licensing-related operations, the Company implemented branding initiatives to expand the market.” “For Moomin branding, the Company has supported the nationwide touring exhibition Moomin Exhibition THE ART AND THE STORY since April 2019. During the current first quarter, it was held in Sapporo and Kumamoto, and from January 2021 it has been held in Shizuoka.」

「As economic activity resumed, signs of recovery began to emerge, including the resumption of the exhibition’s nationwide tour starting with the Osaka exhibition in July. Monthly revenue in September 2020 turned positive year on year.」

「The new television anime series Moominvalley’s Friends, for which the Company holds the broadcast rights, has continued to air on NHK BS4K from April 2019 to the present, and DVD/BD and online distribution have also been well received.」

「Since April 2019, the original-art exhibition Moomin Exhibition THE ART AND THE STORY has toured nationwide, attracting approximately 240,000 visitors across 4 venues in Tokyo, Oita, Ishikawa and Nagoya. The new television anime series Moominvalley’s Friends, for which the Company holds the broadcast rights, continued to air on NHK BS4K from April 2019 to the present, including rebroadcasts. Online distribution and BD/DVD sales began during the current second-quarter consolidated cumulative period.」

「Since April 2019, the original-art exhibition Moomin Exhibition THE ART AND THE STORY has toured nationwide, attracting approximately 240,000 visitors across 4 venues in Tokyo, Oita, Ishikawa and Nagoya, with the Nagoya exhibition running through 19 January 2020. Additional touring venues in Iwate, Osaka, Sapporo and Kumamoto were scheduled for 2020. The new television anime series Moominvalley’s Friends, for which the Company sells the broadcast rights it holds, has continued to air on NHK BS4K.」

「The Company Group aims to further enhance Moomin’s recognition and brand value while actively expanding its business areas.」

「The Company Group aims to further enhance Moomin’s recognition and brand value while actively expanding its business areas.」

「Through sales of broadcast rights, the Company Group expects to further enhance Moomin’s recognition and brand value and plans to develop secondary uses going forward.」

「The company has been granted exclusive sublicensing rights for Moomin characters in Japan and conducts sublicensing operations. Going forward, it plans to expand its business scope into content development and licensing management for original products at Moominvalley Park.」

「Although we analyze that Moomin fans currently consist mainly of women, to broaden this fan base, ㈱ムーミン物語 will work together with ㈱ライツ・アンド・ブランド, the affiliate that centrally manages Moomin licensing in Japan, to bring Moomin’s appeal to more people and seek synergistic improvement in the performance of the theme park and licensing businesses.」

「Through a unified strategy for the theme park and licensing businesses and active expansion into new business areas from a medium- to long-term perspective, the Company aims to further enhance Moomin’s brand value, attract new fan segments and achieve further market expansion.」