About HarAllt Ab
HarAllt Ab has concentrated on gift and souvenir products since 2000, in Sweden, Finland and across the Nordics, backed by long experience and close product knowledge. The aim has stayed the same throughout: unique, well-made products with a design of their own.
In 2027 we are launching something new — a range of Moomin® magnets cut from wood and finished by hand. We look forward to welcoming both long-standing and new customers to these pages.
Jack Edgren
Jack Edgren has owned HarAllt Ab since 2012 and has spent his whole working life in gift and premium products in Sweden and Finland. From 1984 to 1988 he was Marketing Director of Hackman Housewares Ab — then the largest houseware manufacturer in the Nordic countries — and from 1988 to 1995 a partner and Managing Director of Martinex Ab. There he launched Moomin products in Sweden for the first time, and in 1992 the company won the rights to produce the mascot for the World Equestrian Games in Stockholm. At Softtoys Ab he also launched Pippi Longstocking in Finland and the Baltics.
Patrick Åberg
Patrick Åberg is SVP at HarAllt Ab and has spent more than forty years in licensing, toys, games and consumer products, with earlier roles at Hasbro, Sanoma, Marvel, BRIO and Martinex among others. The brands he has worked on include Moomin, Star Wars, Trivial Pursuit, Peppa Pig, Transformers and Spider-Man.