Pippi Longstocking Rights Catalogue 2024

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pippi longstocking catalogue 2024

’let’s celebrate until villa villekulla’s roof flies off!’

turns 80!

In 2025, our most beloved superhero, Pippi Longstocking, turns 80. It is more important than ever to face the world as Pippi does – with strength and courage enough to break norms and stand on the side of the weak against bullies and abusers of power. Pippi shows us that we always have the choice to help each other and make the world a little better, a little more just.

Astrid Lindgren’s Pippi Longstocking is not just the strongest girl in the world. She is a symbol of freedom, strength, kindness, courage and justice. A rebel who uses her superpowers wisely and never abuses her power.

She stands up against what is wrong. Thanks to that, she has changed the world for the better since 1945.

Pippi may be very strong, but she can’t do the job entirely on her own. During the anniversary year, we want to use Pippi’s strength to inspire everyone to be more like Pippi!

the campaign

What would it look like if we strived to be more like Pippi? If we would use Pippi’s super skills to deal with everyday stuff, include everyone, look past the usual, and just make life more fun?

During the anniversary year, we want to use Pippi’s strength to inspire everyone to use their own Pippi power, and make the world a little better.

Pippi has no hidden agenda; she is who she is – a fun and dynamic playmate to be inspired by. Pippi shows us that there are many alternative ways to do things, not just the conventional ways, and that everyone can choose to do good. If you are very strong, you must also be very kind.

the toolbox

We offer a toolbox with communication materials, anniversary badges, and other content to inspire and guide you to be a part of this fantastic adventure.

Join the celebration with hashtag #bemorepippi
’No, but it’s my birthday, isn’t it? That means i can give you birthday presents!’

Our anniversary campaign encourages everyone to be more like Pippi! Use your own Pippi power, and make the world a little bit better.

Let’s celebrate together that Pippi turns 80!

The jubilee program:

• Celebration party at Skansen, Stockholm in May

• Exhibitions

• Theatre performances

• Material for schools and libraries: poster, quiz, images, activities, decoration, quotes etc.

• Fairs

• Collaborations

did you know...

Pippi Longstocking and Astrid Lindgren have over 200K followers on social media:

@pippiandfriends and @pippilangstrumpfofficial

Pippi is one of a kind, and so are you!

Be more like Pippi and be your own role model.

Pippi Longstocking @astridlindgrenofficial and @astridlindgrenofficial.de Astrid Lindgrens Sida and
Lindgrens Seite

Meet an icon: pippi longstocking!

Pippi Longstocking is a nine-year-old girl who one day appears in the little town and moves into ‘Villa Villekulla’ all by herself. She arrives with her monkey, Mr Nilsson, and her horse, as well as a big bag full of gold coins.

‘I’m called Pippilotta Victoriaria Tea-cosy Appleminta Ephraim’s–daughter Longstocking, daughter of Captain Ephraim Longstocking, formerly the terror of the high seas and now a South Sea Island king. Pippi for short, because Dad thought Pippilotta was too long.’

Her mum is an angel in heaven and her dad is king of Koratuttutt Island in the South Seas – and what’s more she happens to be the strongest girl in the world. Pippi doesn’t need any adults to help her; she’s absolutely fine on her own. She never needs to do anything she doesn’t want to do, just because someone told her to. And she doesn’t think much of people or things that don’t deserve to be thought of. Pippi is free.

’She could lift up a whole horse if she wanted to. and she did want to.’

’One of the things that helps me tell a story through music is to create a character. I have to have a muse, whether it’s Frida Kahlo, Martha Graham, Marlene Dietrich, or Pippi Longstocking.’


With her mismatched stockings, carrot-coloured hair and freckly face, not to mention super-human strength and resilience, Pippi Longstocking has become a cultural icon.

Pippi is regularly voted as one of the world’s favourite children’s characters: self sufficient, quickwitted, generous and never letting anything – or anyone – shake her self-belief or take advantage. Her fans range from astronauts and politicians to Lady Gaga.

No stranger to counterculture, Pippi can be seen around the world in tattoos, celebrity photographs, works of graffiti and on catwalks as a symbol of female strength, resilience, kindness, fairness and acceptance...

‘Why I walked backwards? We live in a free country, don’t we? Aren’t you allowed to walk any way you want?’

lifting horses and breaking rules since 1945

Pippi Longstocking began when Astrid’s daughter Karin was sick in bed and wanted her mum to tell her a story.

’Tell me about Pippi Longstocking’, she pleaded, and in that instant she had inven ted what was to become one of the world’s most famous children’s book characters.

’Since the name was remarkable, it had to be a remarkable girl’, said Astrid Lindgren.

Her first manuscript was refused, the content too controversial for 1940s readers with the publisher fearing it would have a bad influence on children. But when finally published just after the end of World War II it was an immediate success.

Pippi Longstocking rose out of the post-war ruins with realistic child characteristics completely new to the world of literature – irrepressible, independent, anti-authoritarian, kind and playful.

core values

Adventurous and Brave


Ingenious, Playful and Full of fun

Generous and Kind


meet the autHor: ASTRID LINDGREN

Astrid Lindgren (1907-2002) was an unafraid and persuasive person who fought for children’s rights, non-violence and equality for the whole of mankind.

She is one of the most widely-read authors of children’s books in the world. In total, Astrid Lindgren’s books have been translated from Swedish into over 100 languages, and her 34 chapter books and 41 picture books have sold around 170 million copies worldwide.

Best known of her characters is Pippi Longstocking, the strongest girl in the world. Other famous works include The Brothers Lionheart, Ronja, the Robber’s Daughter and Emil in Lönneberga.

When Astrid Lindgren passed away, the Swedish Government founded The Astrid Lindgren Memorial Award, the largest award of its kind, given annually to a person or organisation for their outstanding contribution to children’s and young adult literature.

A few years ago we launched a licensing program based on Astrid Lindgren herself. It contains photos and quotes and is available in the stationery, apparel and home deco categories.

did you know...

...when BBC Culture listed the 100 greatest children’s books of all time in 2023, Pippi Longstocking came in third place?

the original pippi books

Between 1945 and 1948, Astrid Lindgren penned no less than three chapter books and one picture book featuring Pippi Longstocking.

These stories were subsequently transformed into comic strips by illustrator Ingrid Vang Nyman. Later on, stories from the original books as well as lesser known stories published in magazines were adapted into picture books. Other formats include board books, song books, activity books, anthologies and collections.

Ingrid Vang Nyman’s illustrations of Pippi Longstocking have become classics and have been enjoyed in many countries.

Ingrid Vang was born in 1916 in Vejen in southern Jylland, in Denmark. As a nineteen-year-old she began studying at the Royal Danish Academy of Fine Arts in Copenhagen. She took her work as an illustrator very seriously, demanding that illustrations for children should be of the same high artistic quality as for adults. The artistic awareness in her illustrations is tremendous. She used distinctive colour fields, carefully chosen nuances, distinct ink contours and a few impacting details to set the scene and create atmosphere.

ingrid vang nyman (1916-1959) Pippi Longstocking in the South Seas, 1948 Pippi Longstocking Goes Aboard, 1946 Pippi Longstocking, 1945

pippi longstocking – new releases

Take a peek at this selection of delightful newcomers!

All wonderful examples on how to adapt the classic Pippi Longstocking stories into new formats.

the big book about pippi

The complete collection of the three Pippi Longstocking chapter books, illustrated by Ingrid Vang Nyman.

meet the strongest girl in the world

New activity book with all you need to know on how to be more like Pippi Longstocking!

have you seen mr nilsson?

New board books featuring Pippi and her monkey Mr Nilsson for the youngest Pippi fans!

pippi’s christmas rescue

Pippi’s Christmas Rescue and Pippi Plans an Outing are new picture books with texts by Astrid Lindgren and new images based on the style of Ingrid Vang Nyman.

pippi Publishing

• Translated into 78 languages.

• More than 1 million books sold every year and over 70 million sold copies.

• Audio books published in over 40 languages.

• Formats include: Text and Picture books, Board Books, Comics, Omnibus, Audio and e-Books, Film and Song Books as well as Gift Editions, Quote Books and Activity Books.

• Pippi Longstocking is always in the top ten of Best Children’s Book lists globally.


Illustrator Fabian Göranson follows up his 2020 adaptation of the movie script for Pippi on the Run with Pippi on the Seven Seas, a hybrid between comic book and picture book.

pippi’s cookbook

Recipes from Villa Villekulla and the Seven Seas. Swedish comedian and writer David Sundin discovers that Pippi’s world is full of things to eat!

kokbok Med texter av DAVID SUNDIN Recept från villa villekulla och de sju haven på de sju haven astrid lindgren fabian göranson

listen to Pippi: audio formats

The digital audio format continues to grow. SAGA Kids are distributing audioplays of the orginal Pippi Longstocking stories in Dutch, Italian and French. On the English and Spanish market new recordings of the stories are gaining new listeners.

The Pippi Longstocking Tonie figurine was an immediate success in both Germany and the UK.

’We are delighted that the Pippi Longstocking Tonie, eagerly awaited by our community, has been launched with such great success. We are really proud to have this classic of children’s litterature on our platform.’

pippi’s world map

pippi in numbers


Million books (and counting)

78 languages

3 original chapter books

8 films (incl. 2 tv-series & 2 tv-movies)

pippi consumer products

Pippi products are available in a multitude of categories such as toys, games, stationery, fashion & apparel, costumes, homeware, etc. User friendly design manuals and product approval system available.

Two licensing programmes are offered:

The Pippi Vang Nyman licensing program based on the original book illustrations by Danish illustrator Ingrid Vang Nyman.

The Pippi Longstocking Live Action licensing program based on still images from the movies featuring actress Inger Nilsson.

licensing agents

The Nordics:

The Astrid Lindgren Company, licensing@astridlindgren.se

Germany, Austria, Switzerland: Kiddinx


JM Brands

Spain, Portugal: Caravanserai Partners

Italy: ETS Licensing

South Korea:


Japan: Copyrights Asia

China: Shanghai Senyu Media


pippify your product

There are many ways to Pippify your product. Get inspired by the stories – use icons, illustrations, quotes or characters and get creative. Look into Pippi’s core values or use a pattern – either by picking an existing one or by creating your own using icons or illustrations from the image bank.

Just remember the number one rule:

Make it fun!

make it pippi

Pippi is fun because she breaks with conventional ideas about how girls should behave – and also, perhaps, makes fun of adults’ gender roles in the process. We want the products that use her name to reflect her personality.

Houdini Martinex Frödinge Annas Pepparkakor Rätt Start MickiLeksakerAB

Pippi Longstocking TV-series & movies

The adventures of Pippi Longstocking have reached the big screen in 8 feature films and been turned into 2 TV-series and 2 TV movies.

In 1969, the Pippi Longstocking live-action tv-series written by Astrid Lindgren was first broadcasted on Swedish television and immediately gained a large following. Three million viewers watched the show during the thirteen weeks it was on.

Inger Nilsson (Pippi), Pär Sundberg (Tommy) and Maria Persson (Annika) became huge celebrities in both Sweden and Germany. The series was a German co-production and therefore starred several German actors. It was followed by two feature films, Pippi in the South Seas and Pippi on


The Pippi Longstocking Live Action licensing program offers countless opportunities to give your products a vintage Pippi-vibe.

The series and films are still being broadcast and distributed all over the world and have a huge cult following. Images and quotes from this bright technicolor universe with its larger-than-life protagonist can be seen in countless memes, street art and fan art, often accompanied by the earworm that is the classic theme tune.

did you know..

.. the classic TV-series ”Pippi Long- stocking” and the two feature films have been sold in over 70 million copies world wide.

new game

welcome to the world of pippi

In 2024, we invite you to the grand opening of Villa Villekulla as a playful digital dollhouse, where adventure isn’t just experienced — it’s created!

Step into the oversized shoes of Pippi and all her friends and weave your own tales and adventures! Fancy a pancake party with Thunder-Karlsson and Bloom on Villa Villekulla’s roof? How about growing a candy cane tree in the garden, or playing hide and seek with Miss Prysselius in the attic? Only your imagination sets the limits!

Designed by the playful minds at Paper Play Games, with wisdom from studios like Toca Boca, King and Embracer, the World of Pippi is ready to welcome you with open arms and millions of untold stories to be told!

The World of Pippi will be released worldwide for iOS and Android in 2024!

the music

The Pippi Longstocking songs from the movie adaptations in the 60’s and 70’s have become iconic in the Nordics, as well as in Germany, The Netherlands, Italy and Spain.

did you know...

..that Astrid Lindgren was the 6th most played female artist in Sweden 2020 according to Spotify. The Pippi songs and soundtracks from the movies are the most popular.

The Astrid Lindgren Company are currently translating and re-recording the songs for global distribution by Universal Music Group. Four songs for the German market and two for the Englishspeaking market were released in 2023.

The most famous song is “Here Comes Pippi Longstocking” (“Här kommer Pippi Långstrump”

in Swedish and “Hey Pippi Langstrumpf” in German), with music by Jan Johansson and lyrics by Astrid Lindgren. Georg Riedel composed the music for the other well-known Pippi songs. The music is often used in stage adaptations, as well as in games and apps, song books and audio books.

with pippi
with audio player.
Animated video for Here Comes Pippi Longstocking on YouTube in multiple languages.

pippi on stage

Every day, Astrid Lindgren’s stories are performed on stage somewhere in the world, often with one of the many scripts that she wrote herself.

Pippi Longstocking plays and musicals are the most popular among her many works. Together with performing rights agencies, The Astrid Lindgren Company sell the performance rights all over the world, sometimes also acting as co-producer.

The photographs are from the circus musical “Pippi at the Circus” which premiered in Stockholm in 2022. The show features new Pippi Longstocking songs written by ABBAs Björn Ulvaeus and Benny Andersson, and others.

für Kindertheater
Germany, Austria, Switzerland Verlag
Rest of the world Nordiska Aps www.nordiska.dk


’Equality between men and women sometimes moves with very small steps, sometimes in leaps and bounds. Nonetheless, forward it moves and Pippi has had something to do with that.’

Björn Ulvaeus

’Pippi Longstocking was my girl. I loved her strength — not just her physical power, but the idea that she wouldn’t allow her voice to be diminished by anyone.’

Michelle Obama

’I love how unconsciously rebellious she is. She doesn’t care about rules, she cares about people.’

Alicia Vikander

’I was so glad to have a book about a feisty, independent-spirited girl in an age when most books (at least in the US) were of the “Dick and Jane” genre, in which Dick was a do-er, running and climbing, and Jane was sitting sedately in her pretty pink dress.’

Ruth Bader Ginsburg

’For a nice American girl from the suburbs like me – a girl who felt more like a tomboy, who didn’t understand why everyone cared so much about rules, whose instinct was to turn left when everyone else turned right – Pippi was more than a hero. She was a revelation.’

Meg Rosoff

Björn Ulveus from ABBA meets his idol Astrid Lindgren in 1968. Photo by: Anders Svahn


where stories come to life.

Looking for a chance to become a part of Astrid Lindgren’s wonderful stories?

At Astrid Lindgren’s World in Vimmerby (the author’s hometown) the line between story and reality, theatre and play becomes blurred. The park is filled with imaginative play areas and the many stages offers musical numbers and thrilling theatre throughout the day.


pippi’s key target groups

1. children 2-8 years old (with peak at 4)

2. adults who visited the world of pippi in their childhood

3. pippi fans across all generations

meet the Company

The Astrid Lindgren Company owns and manages all the rights to Astrid Lindgren’s works, Ingrid Vang Nyman’s illustrations as well as a large number of trademarks related to the works.

The company is proactively involved in the development of the rights portfolio and currently has 17 employees at the office in Stockholm. The theme park Astrid Lindgren’s World with around 500,000 visitors every year in the author’s native town of Vimmerby is part of the Astrid Lindgren Group.

At The Astrid Lindgren Company we work together with publishers, film companies, TV channels, producers and designers from all over the world. There is a great interest in using Astrid Lindgren and her work in all kinds of contexts. Simply put, you could say that our job is to promote and protect the Astrid Lindgren trademark all over the world.

read more

Step in to the wonderful world of Astrid Lindgren


By that, we mean that we want to ensure that as many children as possible, also in the future, will have the opportunity to read her books, see her films and plays, hear her songs, play with her characters and experience her world in the best way possible. Our activities are built on a true love of Astrid Lindgren and her works and our desire is that future developments take place in a way that guards and protects the originality and feel of Astrid Lindgren’s work.

The Astrid Lindgren Store

We’ve launched our new e-commerce business!

The Astrid Lindgren group has launched an e-commerce platform offering the market’s most extensive range of licensed products from Astrid Lindgren’s world of stories - a digital universe where facts and products coexist, deepening access to Astrid Lindgren and her beloved characters.

Visitors to astridlindgren.com have the opportunity to step into Astrid Lindgren’s magical world from various perspectives.

The significant investment in e-commerce is part of the group’s effort not only to expand its operations domestically but also to establish sales in new markets. The focus is particularly on Germany, considered a key market for the Astrid Lindgren Group.

find your spot

The Astrid Lindgren Store is an excellent shop window for all licensees, with the possibility of creating campaigns, bundling offers, discounts etc.

STORIES TO YOUR HOME –STRAIGHT FROM VIMMERBY @astridlindgrenbutiken @astridlindgrenstore Astrid Lindgrenbutiken and The Astrid Lindgren Store
©The Astrid Lindgren Company™. Illustrated by Ingrid Vang Nyman The Astrid Lindgren Company Östermalmsgatan 87 C, 4 tr SE-114 59 Stockholm, Sweden VAT no. SE556685-616601 info@astridlindgren.se Phone +46 (0) 8 12 20 25 00 contact
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