Licensing

Story House Egmont AB is part of the Egmont media group and the largest comic book publisher in Sweden. Among our Swedish comic book titles, you will find local Nordic IPs like Bamse, 91.an, Hälge, Min häst, Pondus and Uti Vår Hage, but also more internationally known Ips from licensors like Disney, Marvel, King Features, Hasbro, and Mattel. We also publish dozens of magazine titles and web sites, including Hemmets Journal, Hus & Hem, Icakuriren, Vagabond and KING Magazine. In addition, Story House Egmont has extensive operations in books, games, activity products, events, e-commerce and marketing services. 

Brands

91:an
– Classic Swedish humour

Most Swedish men born in the 20th century have experienced a time in their lives called ”lumpen” – a period of months or years spent in the armed or non-armed military service, often remembered as much by the camaraderie as the actual duty performed. The comic 91:an and its main character Mandel Karlsson (No. 91), was created in 1932 and offer humorous stories about boys/men at the regiment of Klackamo, located somewhere in Sweden. The first annual collection of 91:an was published in 1934, and the comic book became an instant success when launched in 1956. The book is still published on a biweekly basis (2025), with novel stories written and drawn for each issue. In the 1980s and 90s, the publisher Semic assembled a pool of younger authors and artists who gradually began creating stories with an even wider appeal, with a humour closer to farce, feelgood and adventure than the previous military humour stories. This shift has kept the brand relevant to new generations and kept the comic book and novel production of stories alive. The comic book has also served as a platform for new and upcoming humour comics in Sweden, helping aspiring artists to reach a wider audience, though the title is today primarily associated with ”classic” or even “family” humour.

Genre: Humour
Age group: Adults
Format: Comic book stories, gag pages, collected editions
Years of creation: 1932 – present
Available material: Vast quantities (please inquire)
Artists: Assorted
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Bamse
– The Strongest Bear in the World

Bamse – Världens starkaste björn (Swedish for “The strongest bear in the world”) is a Swedish children’s cartoon character created by Rune Andréasson in the early 1960s. The highly popular bear first appeared in a series of animated cartoon shorts produced for television, as well as in weekly Sunday pages beginning in 1966. Due to the character’s increasing popularity, a comic book was launched in 1973, which is still published to this day (2025). The Bamse comic book adventures convey excitement through adventures, but the stories and editors also maintain a close dialogue with their readers about everyday issues such as bullying, fears, relations etc. In 1990, Story House Egmont initiated a licenced production of new comic book stories, true to the educational spirit of Andreasson’s original stories. Bamse is a unique product readers associate with quality and integrity, with equal numbers of male and female readers primarily in the age span 5–10 years old and there are many spin-off titles and story books aimed at different age and target groups.
People in Sweden are also well acquainted with the Bamse character, as the original animated TV series is repeatedly shown on Swedish television and is available from several streaming services. In 2014, the animated feature length film Bamse and the City of Thieves premiered in Swedish cinemas; it was instantly a huge success and thus initiated a still ongoing series of sequel films. A lot of merchandise also carry the Bamse IP, like mobile game, toothpaste, band aids and toys. Great care is taken to avoid degrading the brand and the restrictive license permits only products considered good and healthy for young children. At Kolmården, the largest zoo and wildlife park in Sweden, there is a theme park called Bamse’s World.

Genre: Adventure
Age group: 2–10 y.o. (including spin-off titles)
Format: Comic book stories, gag pages, collected editions,
wall calendars, merch
Years of creation: 1966 – present
Available material: Vast quantities (please inquire)
Artists: Rune Andréasson et al.
Contact: Tuomas Sorjamaa – Agent, Rights & Brands
tuomas.sorjamaa@rightsandbrands.com
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Fylgjor
– A tale of magic and three sisters

Fylgjor is an upcoming series of graphic novels by Swedish comic artist Martin Nihlén. In tales drawing inspiration from Nordic mythology, three sisters become the protecting guardians of supernatural beings in a world where conflicts between men and creatures are the norm. These are tales of friendship, loyalty, exploration and young peoples’ need to challenge outdated traditions based on prejudice, delusion and deceit. Prepare for a series both current and relevant to the youth of today.

Genre: Adventure, fantasy
Age group: 8–14 y.o.
Format: Graphic novels
Years of creation: 2025
Available material: Volume 1 published fall 2025
Artists: Martin Nihlén
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Hälge
– Groundbreaking rural melancholy

Hälge is syndicated in more Swedish newspapers than any other Swedish comic strip. The strip and character were created in 1990 by former comic book editor and creator of children’s comics Lars
Mortimer, and is today a household name in Sweden. The name of the strip and its main character is a play on words; the Swedish word for moose (älg) and the quite common male name ”Helge”. The first annual collection was released in 1992 and the now monthly comic book was launched in 2000. Lars Mortimer sadly passed away in 2014, but novel strips are still drawn by his successor and each month a new issue of the comic book hits the stands (2025). The humour in Hälge originates from the sensibilities of life in the woods, in sparsely populated areas, where daily routines are characterized by a slower pace of living, where hunting is a natural part of a life closer to nature. Hälge is a moose who constantly manages to avoid the hunters’ bullets and whose attitude towards life is formed by his constant fear of death, stress and even depression. The strip thus deals with themes such as loneliness, feelings of inferiority and often boredom. Minor, seemingly insignificant events – often fleetingly referred to as ”daily life” – are turned into humour as the characters struggle to find meaning in their generally uneventful lives. Lars Mortimer popularized a fairly dark, subtle humour, once characterized in a conversation with his editor: “The best gags leave you hanging for a second before the joke dawns on you, and even then, you shouldn’t be entirely sure whether to laugh out loud or get a lump in your throat”. That’s one impressive formula for creating Sweden’s most syndicated comic strip of all.

Genre: Humour
Age group: Adults
Format: Comic book stories, comic strips, gag pages,
collected editions, wall calendars, merch
Years of creation: 1991 – present
Available material: Vast quantities (please inquire)
Artists: Lars Mortimer, Alan Kamieniarczyk
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

 

Kronblom
– The delightful life of a clever slacker

Kronblom is the oldest Swedish comic and comic strip still published. Kronblom is a fairly lazy man, living with his wife Malin in the small, rural village of Vinkelboda and instantly recognizable by his blue hat. The plots center around Kronblom, Malin and the other inhabitants in the villlage, and fairly often the conflicts arising when Kronblom’s mother-in-law comes to visit. The recurring theme is Kronblom’s attempts to solve everyday problems in innovative ways, in plots fueled by clever dialogue and verbal misunderstandings.
Kronblom was created by Elov Persson in 1927 and weekly comic pages published in different magazines and the annual collections first published in 1930 kept readers thrilled for decades. Eventually the character found an additional home in the comic book 91:an (beginning in 1956), where longer humorous comic book stories soon gained popularity. As Elov’s son and grandson kept the family tradition of drawing Kronblom alive, the character experienced a revival in the 1980s when more modern Kronblom stories were exceptionally popular with comic book readers.

Genre: Humour
Age group: Adults
Format: Comic book stories, gag pages, collected editions
Years of creation: 1927 – present
Available material: Vast quantities (please inquire)
Artists: Elov Persson, Gunnar Persson, Jonas Persson
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Lilla Fridolf
– Henpecked husband humour

Lilla Fridolf (lit. “Little Fridolf”) is a Swedish character famous from (intially) radio and later films, comic strips and comic books. Fridolf and his wife Selma are a typical urban couple or family in a traditional 1950s to 1980s setting. Fridolf works as a corporate manager, Selma is a stay-at-home wife and the humour derives from their often clashing personalities. As an insightful editor once remarked, the key plot trigger is that they would both be happier had they switched professional roles in life. The popularity of gag pages in assorted family magazines rapidly resulted in a Lilla Fridolf comic book launching in 1960, with novel material being produced well into the 1990s and stories reprinted in comic books to this day (2025).

Genre: Humour
Age group: Adults
Format: Comic book stories, gag pages, collected editions
Years of creation: 1954 – 2005
Available material: Vast quantities (please inquire)
Artists: Torsten Bjarre et al.
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Kalle Ankas Klassiker 1: Moby Dick

Lyckobäraren
– “The bringer of happiness”

Drawing from her own experiences and years of teaching art and comic art classes for children, comic artist Sissel Gustafsson has created a 3-part graphic novel series unlike any other. From a sad premise – the little girl Mia’s father has passed away – Sissel creates a tale of imagination, about our reactions to grief and of finding our way back to a life of wonder. The path is what’s important, not the destination, as Mia embarks on a journey through a magic kingdom inhabited by magical creatures, literally in search of her own happiness. It’s powerful, it’s adventurous, it’s imagination running wild, while it at the same time prompts kids to reflect on feelings and how we handle them. And at the heart of the story is one question: What’s important in life?

Genre: Adventure, fantasy
Age group: 6–12 y.o.
Format: Graphic novels
Years of creation: 2023 to present
Available material: 2 volumes
Vol 3 (conclusion) published fall 2025
Artists: Sissel Gustafsson
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Kalle Ankas Klassiker 1: Moby Dick

Mulle
– One happy pony

The pony Mulle (also known as Polle, Bandit and Malle in other European countries) is a well known and much loved character in Sweden. He was created by Lena Furberg in 1972, when he first appeared in a cartoon in a horse magazine aimed primarily towards children and teenage readers. Nothing has been able to stop him since! Two generations of horse lovers (and others!) have grown up with Mulle and he has become a part of their lives. His unmistakable trademarks – his fondness for life and food (especially tulips), his thoughts about humans and their ludicrous ideas, his ability to simply be happy – ensure there’s never a dull moment. Besides being irresistibly cute, naughty and outrageously funny, Mulle has a warmth and loveliness about him, which makes people of all ages fall in love with him. The character is thus used regularly not only in comic books and magazines, but also on coffee tins and clothing, on china mugs and bed linens, as cuddly toys or christmas ornaments and on jigsaw puzzles.
Mulle’s creator, Lena Furberg, has been a full time artist since the age of 15 (when Mulle first came to life on her drawing pad) and she is still as famous for her stories and drawings of horses – both lifelike and drawn in cartoony styles – as for the character Mulle. Always rendered with the same heartfelt warmth and passion that once made her a cartoonist star.

Genre: Humour, horses
Age group: Children and youth
Format: Comic book stories, comic strips, gag pages,
collected editions, merch
Years of creation: 1972 – present
Available material: Vast quantities (please inquire)
Artists: Lena Furberg
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se

Kalle Ankas Klassiker 1: Moby Dick

Åsa-Nisse
– Wild and Crazy Adventures

Åsa-Nisse is one the most famous characters in Swedish popular culture. Åsa-Nisse lives in a small village in Sweden and spends most of his time hunting or poaching for fish and moose, inventing crazy things or hanging out with his wife or best friend. His innovative solutions to everyday problems and constantly optimistic view of life makes him a character hard not to like. The short stories, novels and films were immensely popular in the fiftes and sixties, while weekly comic pages and comic book stories were produced for over half a century. Indeed, Story House Egmont is still producing novel comic book stories with Åsa-Nisse, a sign of the character’s longevity.

Genre: Humour
Age group: Adults
Format: Comic book stories, gag pages, collected editions
Years of creation: Ca. 1950 – present
Available material: Vast quantities (please inquire)
Artists: Gösta Gummesson, Patrik Norrman et al.
Contact: Gitte Nörgaard Grytli – Editor in Chief
gitte.norgaard.grytli@egmont.se
Story House Egmont
205 07 Malmö, Sweden
www.storyhouseegmont.se