How to bring timeless stories to new markets
Written by Emma Viström, October 2025

How The Astrid Lindgren Store helps new audiences connect with beloved characters

How The Astrid Lindgren Store helps new audiences connect with beloved characters
Astrid Lindgren is a beloved brand with several parts: The Astrid Lindgren Company manages rights and global partnerships, Astrid Lindgrens Värld runs the theatre park in Vimmerby, and The Astrid Lindgren Store handles e-commerce – offering toys, clothing and other licensed products that bring the stories into people’s homes. 

The challenge for the e-commerce team behind The Astrid Lindgren Store is to translate a brand deeply rooted in Swedish childhood into something meaningful for families abroad. For Linnea Westerlund, CEO, that mission is both a privilege and a challenge. She sees the brand’s storytelling heritage as a strength – but not a shortcut.

“Just because people know Pippi,” she says, “does not mean they know us.”

Letting stories lead the way

Astrid Lindgren’s characters are widely recognised across the world – but how they are perceived varies significantly from one country to the next. In Sweden, the connection is often to the author herself and the full literary world she created. In other markets, familiarity is narrower and tied to individual characters.

These differences have real implications for how the team works. They need to consider which age groups connect with which characters, what kind of visuals feel familiar, and how the tone should shift between regions. Even colour preferences and product formats vary depending on what local customers associate with the brand.

“We cannot assume that one narrative fits all,” Linnea says. “You have to stay curious and test everything – from imagery to product focus.” Before

launching campaigns or introducing new formats, the team runs small-scale tests to validate assumptions. What resonates in Sweden may fall flat in Italy – and vice versa.

That mindset also shapes how the team balances commerce with content. They are deliberate about mixing inspiration with commercial messages – especially in newsletters. Instead of relying on offers alone, they include storytelling and character-focused content to keep long-term interest and brand connection strong.

Localising in practice – the German example

Germany was the first market where The Astrid Lindgren Store built a fully localised experience. While the characters were well known, the team quickly saw that awareness alone would not translate into trust.

They brought in a native German speaker early on – not just for translation, but to guide tone, customer service and cultural insight. Payment options were adapted, Trusted Shops was integrated, and the webshop was fully translated with attention to terminology and style.

Campaigns were tied to cultural moments, like Fasching and the first day of school. During Fasching, the team promoted dress-up costumes. In late summer, they highlighted small gift ideas that fit inside “Schultüten” – cone-shaped bundles traditionally given to children starting school.

They also experimented with small, targeted offline touchpoints – like handing out printed postcards at live Pippi and Emil theatre shows. “It is simple, but it connects directly with the right people,” says Linnea. “And it builds a bridge between the physical story experience and our shop.”

It was not about heavy discounting. It was about showing up in the right way, at the right time.

“Even with strong brand recognition, you still have to earn credibility,” says Linnea. “We saw how much difference it made when we connected with local habits and expectations.”

Scaling with care – and listening

The Astrid Lindgren Store is now preparing for further international expansion. But instead of rushing into multiple markets, the team is focused on building a scalable foundation. That means getting backend systems, product tagging, campaign frameworks and language layers ready to handle growth without needing constant reinvention.

Customer service is another critical input. Linnea frequently reviews support tickets to identify confusion or frustration – and uses those insights to refine product texts, improve sizing help or prevent unnecessary returns.

“It is the clearest window into what customers actually think,” she says.

This feedback loop also supports content development. When product misunderstandings surface in support messages, the team updates texts, adds visuals or creates helpful posts.

“It is about making sure the story and the product align,” says Linnea. “That reduces friction and makes the experience feel consistent.”

What ties it all together is respect – for the characters, the audience and the local context. “Every product we sell carries part of a story,” Linnea says. “Our job is to help people connect with it – whether they are in Sweden, Germany or Poland.”

Three things I wish I had known before going abroad

Each brand featured in Succeed Abroad – The Magazine shared three lessons they wish they had known before expanding abroad. Here are the three that stood out most to Linnea Westerlund:

• Start building your email list earlier
  Email is one of our strongest channels, but we started growing it too late. It is an asset you want from day one.
• Add more time to your forecasts
  Growth often takes longer than expected. Building trust in a new market is not instant – plan for that.
• You need someone who knows the market
  Whether in-house or external, a native speaker who understands local behaviour makes all the difference. You will miss the nuances otherwise.