Rights & Brands Partners with TrusTrace to Improve Licensing Supply Chain Transparency

TrusTrace, a provider of supply chain traceability and compliance solutions, has entered into a strategic partnership with Rights & Brands, a licensing agency representing character brands such as Moomin, The Smurfs, The Beatles, and Pippi Longstocking. The collaboration is intended to enhance supply chain transparency and regulatory compliance for licensed consumer products worldwide.

Rights & Brands oversees licensing arrangements involving licensees and manufacturing partners across multiple supply chain tiers. In response to increasing regulatory requirements related to transparency and accountability, the company has chosen TrusTrace’s platform to centralize compliance records, improve supplier monitoring, and increase visibility throughout its international supply network. The platform is designed to support the collection of primary data for risk management, compliance, and impact assessment.

"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," said Roleff Kråkström, CEO of Rights & Brands and Moomin Characters.

The rollout of the system will take place in three phases between January and June 2026. The initial phase will focus on collecting and organizing core documentation, including factory details, signed codes of conduct, and audit certificates. The platform will support varying compliance requirements depending on brand, product category, and material type, such as PVC safety documentation and social audit certificates.

"Licensing brings unique supply chain challenges – multiple licensees, diverse product categories, and tiered manufacturing relationships that require different levels of oversight," said Shameek Ghosh, CEO and Co-Founder of 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 will extend its use of the TrusTrace platform throughout 2026 as part of preparations for new European Union regulatory measures, including Digital Product Passports and requirements linked to transparency and circularity.

For more information, visit www.trustrace.com.