sam & julia

Karina Schaapman is a Dutch author and artist known for creating The Mouse Mansion, a detailed miniature world made from cardboard, fabric, and found materials. Originally a backdrop for her children's books about two mice, Sam and Julia, it gained international fame for its intricate, lifelike scenes. Schaapman's work captivates both children and adults, sparking creativity and wonder.

Back in 2017 we were hired by the rest of family to make this into a real brand, but not sell out. fit for product, collabs and licensing. We penned up a design strategy, rolled it out, and are still on it. It’s now a worldwide brand, with TV shows, a museum and shop in Amsterdam, and a big licensing portfolio. How the Family manages it, is an amazing story in itself, really