The Astrid Lindgren Company has launched a global partnership with Save the Children ahead of the 75th anniversary of Pippi Longstocking, aiming to generate more than €750,000 (£659,000).
Lindgren’s bestseller was first published in Sweden in autumn 1945 by Rabén & Sjögren at a time when millions of people, including countless children, were forced to flee their homes. Its heroine has inspired generations of children, with Madonna, Lady Gaga, Greta Thunberg and Michelle Obama all praising the story.
To continue its legacy, the business set-up in Lindgren’s name and run by her descendents is partnering with Save the Children to help youngsters on the move and fight for their rights.
Olle Nyman, Lindgren’s grandson and c.e.o. of the Astrid Lindgren Company, said: “I cannot think of any better way to celebrate Pippi’s anniversary than to let her support the world's most vulnerable children today - girls on the move.
“My grandmother’s struggle for children’s rights was lifelong. It is possible to see in all her stories, but also in her work as an opinion former and social commentator. She was an ambassador for all children, regardless of their background or life situation. For us at the Astrid Lindgren Company, it is important to continue her work.”
Gemma Sherrington, executive director of fundraising and marketing at Save the Children UK, said: “Astrid Lindgren was a true child rights champion. This partnership enables us to invest in and focus on programmes for children on the move with a special focus on girls, who face higher risks at every stage of their journey wherever they may be in the world.”
Pippi Longstocking © Ingrid Vang Nyman + The Astrid Lindgren Company