Astrid Lindgren Ltd manages all rights to Astrid Lindgren’s work. Her stories and characters come to life through books, theatre, toys, and much more. The limited company is owned by Astrid Lindgren’s children and grandchildren.
Netigate conducted market research on behalf of Astrid Lindgren Ltd to survey how she and her characters are positioned internationally. We asked questions relating to how strong the different characters are in relation to other favourites, such as Harry Potter, Winnie the Pooh, and Paddington.
Nearly 10,000 people from 16 different markets across Europe, the USA, England, China, and Russia were asked how well they know Astrid Lindgren’s characters. The result from the survey impacts how Astrid Lindgren Ltd markets the different characters to existing and potential partners. They use the results as a base from which to build marketing strategies and make informed decisions.
“We are going to redo this research in one or two years. How the numbers change next time we conduct the survey will be a good measure of how well we have done our job.” Olle Nyman, CEO