Moomin and Pippi Longstocking get supply chain transparency upgrade via TrusTrace platform

TrusTrace reports a partnership with Rights & Brands, a licensing agency representing character brands including Moomin, The Smurfs, The Beatles, and Pippi Longstocking, that aims to strengthen supply chain transparency and compliance across consumer products worldwide.

As regulatory requirements for product transparency and accountability continue to intensify, Rights & Brands has selected TrusTrace's platform to centralise compliance documentation, strengthen supplier oversight, and create greater visibility across its global network.

"The characters we represent have been loved by families for generations, and that trust comes with responsibility. Our partnership with TrusTrace allows us to better ensure that products bearing these iconic brands meet high standards of transparency in their supply chain to ensure ethical manufacturing and compliance. This is about protecting not just the integrity of these characters, but the people behind the products," says Roleff Kråkström, CEO of Rights & Brands and Moomin Characters.

The implementation will roll-out in three phases from January through June, starting with foundational documentation, including factory information, signed codes of conduct, and audit certificates. The platform will enable Rights & Brands to manage compliance requirements that vary significantly by brand, product category, and material type, from PVC safety documentation to social audit certificates.

"Licensing brings unique supply chain challenges - multiple licensees, diverse product categories, and tiered manufacturing relationships that require different levels of oversight," says Shameek Ghosh, CEO and Co-Founder at TrusTrace.

"Rights & Brands is taking a pragmatic approach to building the infrastructure needed to manage compliance at scale. We're seeing this same need across fashion, consumer goods, and other product-based industries as regulatory requirements become more stringent."

Rights & Brands plans to expand its use of the TrusTrace platform throughout 2026, preparing for emerging EU regulatory requirements including Digital Product Passports and enhanced transparency and circularity mandates.    

2026 RTIH Innovation Awards

Supply chain technology will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.