Mischief is good!

Emil in Lönneberga celebrates 60 years.

”do you know what Emil in Lönneberga did once?” Astrid Lindgren suddenly asked her three year-old grandchild who was screaming his head off. Karl Johan went quiet, because he was rather keen to know what Emil had done. The character Emil in Lönneberga was born.

Emil may look angelic, but everyone knows he’s a wild and stubborn five-yearold who makes more mischief than there are days in the year. He’s a clever and inventive scatterbrain with an amazing gift for turning life upside down for the god-fearing and orderly folk of Småland. Emil’s mischievous deeds are always hilarious but never malicious.

The Emil series comprises three novels and seven picture books. The novels were adapted for the screen by Olle Hellbom in the 1970s and feature the famous songs written by Astrid Lindgren and set to music by Georg Riedel.

This year marks the 60th anniversary since the first Emil in Lönneberga book was published!

For goodness’ sake, it’s time to celebrate!

• Jubilee concept for licensees and retailers in the Nordics and the DACH-region

• Manifesto and slogan to set the tone for the jubilee activities

• Digital toolbox with selected images, logotype, typography and colours emil in lönneberga

S’not something you plan, mischief, it just happens. And knowing it’s mischief, well you don’t until it’s happened.