Pippi Longstocking Brand Presentation

astrid lindgren

Astrid Lindgren (1907-2002) is Sweden’s most beloved and wellknown author, and her works bring joy to children and adults worldwide. Her contributions are unique and significant and cannot be overstated. She was a committed humanist, and fought for children’s rights, equality, and animal welfare - but it’s as a writer of children’s books that she is most known. Astrid wrote 34 chapter books and 41 picture books in total that all together have sold around 200 million copies and have been translated into more than 100 languages.

The world’s Strongest Girl

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

Pippi’s 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.

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

The story of pippi longstocking

Lindgren’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 Astrid invented 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.

Translated into 80 languages

More than 1 million books sold every year; over 70 million physical copies sold in total (excl. digital versions)

Pippi Longstocking in third place on the BBC Culture list of the 100 greatest children’s books of all time, 2023

Audiobooks published in over 40 languages

Original illustrations by Danish illustrator Ingrid Vang Nyman (1916-1959)

Written by one of the world’s bestselling authors, astrid Lindgren

Astrid Lindgren songs are consistently on the charts for children in the Nordics

International live action film in development

500,000 visitors to Astrid Lindgren’s World annually (Open May-Sep)

Pippi Longstocking has been turned into 8 feature films, 2 tv series and 2 tv movies.

Astrid Lindgren Spotify account has around 500k followers & had 99M streams in 2024

Multiple Pippi apps are available

‘Time for a celebration! we’ll celebrate until villa villekulla’s roof flies off!

- Pippi in Pippi Longstocking Goes Aboard

80th anniversarybe more pippi

“Time for a celebration! We’ll celebrate until Villa Villekulla’s roof flies off!”

In 2025, our most beloved superhero, Pippi Longstocking, turns 80 years old. Today, it's more important than ever to face the world as Pippi does - with strength and courage to break norms and stand on the side of the weak. Pippi shows us that we always have the choice to help each other and make the world a little better, a little more just.

Pippi may be very strong, but she can’t do the job on her own. During the anniversary year, we want to use Pippi’s strength to inspire everyone to be more like her! Pippi is a symbol of freedom, strength, courage, kindness, and justice. Use your own Pippi power and make the world a little bit better.

celebrations

Thousands of schools and libraries worldwide are celebrating, and more than fifty Swedish embassies are organising events. Several activities are also being held at cultural institutions worldwide. The anniversary also comes with a soundtrack: artist Laleh has dedicated a new song called “Hurra” (“Hooray”) to Pippi, with a brand-new animated music video released on Pippi’s birthday, May 21.

Nordiska kompaniet

christmas window displays 2025

In the shop windows in Stockholm and Gothenburg, visitors can see how Pippi moves in and makes herself at home at NK. The scenes take place in the department store’s most iconic environments, where Pippi, together with Mr. Nilsson, the Horse, Tommy and Annika, let imagination and the joy of discovery run free. The window displays weave together Pippi’s courage and playfulness with NK’s classic elegance, creating an inclusive Christmas experience for the whole family.

Pippi Featured in vogue

Vogue Scandinavia’s August-September 2025 issue celebrates Pippi Longstocking! This editorial is a high-fashion take on Pippi and was shot at Astrid Lindgren’s apartment on Dalagatan in Stockholm. The extensive interview and editorial were also published as a part of the November 2025 issue of Vogue Germany.

Pippi Summer events at Livat in china

During the summer of 2025, The Astrid Lindgren Company launched a new partnership with Ingka Group, a long-term partner of IKEA.

In total, 10 different Livat shopping centers across China featured Pippi during July and August. With family-friendly experiences and events, they shared Pippi’s playful and imaginative world.

“it’s absolutely best for little children to have a more organized life. especially if they can organize it themselves!”

- Pippi in Pippi Longstocking Goes Aboard

Pippi and friends

Theater, theme parks and museums

•Productions of Pippi Longstocking plays and musicals are continuously staged worldwide, using either pre-existing or newly approved scripts.

•Astrid Lindgren’s World is a theme & theatre park in Vimmerby, Sweden with over 500,000 visitors each summer (part of the Astrid Lindgren Group).

•Junibacken is a children's attraction in Stockholm with over 450,000 visitors annually.

•Kneippbyn is an activity park on Gotland, with the original Villa Villekulla house (from the films) and a Pippi stage show.

The books

•Translated into 80 languages

•More than 1 million books are sold every year; over 70 million physical copies sold in total (excl. digital versions)

•Audiobooks published in over 40 languages

•Formats include Chapter & Picture Books, Board Books, Comic Books, Omnibus, Audio & e-books, Film & Song Books, Gift Editions, Quote Books, and Activity Books

New books 2025

Publishing

Brazil: Companhia das Letrinhas

China: China Children’s Press and Publication Group

Czech Republic: Albatros

Denmark: Gyldendal

Finland: WSOY

Estonia: Sinisukk

Georgia: Bakur Sulakauri

Germany: Verlag Friedrich Oetinger

Hungary: Mora

Iceland: Forlagid

Italy: Salani Editore

Japan: Iwanami Shoten, Tokuma Shoten

Latvia: Zvaigzne ABC

Lithuania: Garnelis

The Netherlands: Ploegsma

Norway: Cappelen Damm

Poland: Wydawnictwo Nasza Ksiegarnia, Wydawnictwo Zakamarki, Jung-off-ska

Slovakia: Slovart

Slovenia: Mladinska Knjiga

South Africa: Human & Rousseau

South Korea: Sigongsa

Sweden: Rabén & Sjögren

Ukraine: Ridna Mova

United Kingdom: Oxford University Press

USA: Penguin Random House

Pippi Longstocking Translations

A selection

Albanian: Pipi Çorapëgjata

Arabic: ليوطلابروجلاتاذنانج (Jinān dhāt al-jawrab al-ṭawīl)

Bulgarian: Пипи Дългото

(Pipi Dalgoto Chorapche)

Chinese: ⻓袜⼦⽪⽪ (Changwazi Pipi)

Czech: Pipi Dlouhá punčocha

Danish: Pippi Langstrømpe

Dutch: Pippi Langkous

English: Pippi Longstocking

Esperanto: Pipi Ŝtrumpolonga

Finnish: Peppi Pitkätossu

German: Pippi Langstrumpf

Georgian: პეპიგრძელიწინდა (Pepi Grdzeli Tsinda)

Greek: Πί

(Pipi Fakidhomiti)

Hebrew: ברג-

(Bilbee Bat-Gerev)

Hungarian: Harisnyás Pippi

Indonesian: Pippi Si Kaus Panjang

Islandic: Lína langsokkur

Italian: Pippi Calzelunghe

Japanese: ⻑靴下のピッピ (Nagakutsushita no Pippi)

Kurdish: ژێردیوهرێوگییپیپ (Pippi ya Goredirêj)

Norwegian: Pippi Langstrømpe

Persian: دنلبباروجیپیپ (Pipi Jurâb-boland)

Polish: Pippi Pończoszanka

Russian: Пеппи

Spanish: Pippi Calzaslargas

(Peppi Dlinnyjtjulok)

Film and tv

•Pippi Longstocking has been turned into 8 feature films, 2 TV series, and 2 TV movies.

•The classic Swedish/German TV series “Pippi Longstocking” (1969) and the two feature films ”Pippi in the South Seas” (1970) and ”Pippi on the Run” (1970) still sold and distributed in many parts of the world (over 70 million copies on VHS, DVD & BR).

•International live-action film in development, which presents franchise potential across subsequent films, TV, and animation rights in addition to merchandise and gaming rights/ opportunities.

Film distribution

The two ”Pippi in the South Seas” (1970) and ”Pippi on the Run” (1970) are distributed by Studio 100 in the following countries:

•Andorra

•Austria

•Belgium

•Canada

•Czech Republic

•England/Wales/Scotland

•France

•French Guyana

•French Polynesia

•Germany

•Guadalupe

•Israel

•Italy

•Lichtenstein

•Lithuania

•Luxembourg

•Martinique

•Monaco

•Netherlands

•Poland

•Spain

•Portugal

•Switzerland

•United States

jul med astrid lindgren

Sweden’s national broadcaster SVT continues to spread holiday traditions with the production airing on Christmas Eve in Sweden. The program features newly produced animated adaptations of Karlsson Pyssling, winning clips from the

This Norwegian–Swedish co-production between Sveriges Television AB, Astrid Lindgren AB, and Qvisten Animation AS has already proven it's success, with strong audience reception during its theatrical release in Norway over Christmas 2024. For Christmas 2025, the movie entered a new market and premiered in cinemas in Poland. Read more here.

Retail contacts & online platforms

Instagram @pippiandfriends

Facebook/pippiandfriends

youtube.com/pippi

www.astridlindgren.com, contact: linnea.westerlund@astridlindgren.se (webshop)

astridlindgrensvarld.se - Astrid Lindgrens Värld, contact: lena.moller@astridlindgrensvimmerby.se

kneippbyn.se - Kneippbyn Gotland, contact: anja@kneippbyn.se

junibacken.se - Junibacken, contact: anna-luisa@junibacken.se

Head of Brand & Marketing at Astrid Lindgren Company: karolina.aw@astridlindgren.se

artwork examples

Live action images

collaborations

Brand Manager

shatilla.holm@rightsandbrands.com