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Mimmit big deal for the small in Japan

Finnish sisters Pauliina Lerche and Hannamari Luukkanen are Mimmit.Mimmit

Finnish children’s musical group and brand Mimmit has signed a deal with Japanese licensing agency Gaia.

The sisterly duo behind Mimmit are Pauliina Lerche and Hannamari Luukkanen, who first connected with Gaia at the Nordic Brand Licensing expo in 2016.

Gaia handles the licensing of some big brands in Japan, with the likes of Assassin’s Creed, Tony Hawk and Kiss under its endorsement there.

It will now officially introduce Mimmit to the country at the ongoing Licensing Expo Japan. The plan is to bring the Finnish children’s brand to the Japanese market in several formats, including books, CDs, animation films, TV shows, live concerts and merchandise.

The musical sisters are no strangers to Japan, however, as they’ve previously toured the country several times and recorded a cover version of the Finnish classic jenkka song Letkis for a Japanese shopping centre. Lerche also released a solo album in Japan back in 2007.

It’s been a good year for Mimmit in Finland as well, with the duo winning the Best Children’s Album for their latest release Friendship (Ystävyys) at the 2017 Emma awards. Mimmit’s output thus far includes five albums, three television series, six children’s books and an animated series licensed to channels in 40 countries.

Published on 26.04.2018