In the field of licensing well known figures and cartoon characters for products, marketing and advertising to build new or strengthen established brand names, Bulls is well in the lead. This is naturally due to Bulls’ very competitive and wide range of rights to both classic and new exciting characters. The Moomins, the Phantom, Popeye, Tosh, Bamse, Modesty Blaise, The Smurfs, Pettson & Findus, Hägar, to name but a few. Bulls controls all licensing rights to the Moomins worldwide. In Japan, for instance, Tove and Lars Jansson’s creations are incredibly popular.

To use cartoon characters’ personalities and characteristics also in marketing, and to build or strengthen new and established brand names would seem to be a matter of course today. But Bulls was active in its markets with both merchandising and licensing activities already at an early stage. Licensing of classic figures with an established radiance needs another type of competence than that needed when dealing with new characters and figures. One of the great advantages with licensing is the strong synergy. Both the character and the product’s and/or the service’s brand name is influenced positively by licensing. It is trademark maintenance at a high level.