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AWEBO — Media & Press

The story, facts, photos and contact for journalists and creators. Free for editorial use.

FactsPhotos & logosContact

The story

The first AWEBO birds were never meant to be products.

For decades, Mikkel’s grandmother Karin made small AWEBOs and gave them as gifts in the family, for weddings and special occasions.

In spring 2026 Mikkel filmed a willow ptarmigan calling on Tranøy in Nordland and posted the videos on Instagram and Facebook. Together they have been seen more than 200 million times. Watching them spread, he realised his grandmother’s wool birds were that same bird: the awebo. So the family started making them again.

AWEBO — Media & Press

The story, facts, photos and contact for journalists and creators. Free for editorial use.

The story

For decades, Mikkel Pedersen’s grandmother Karin made small AWEBOs and gave them as gifts in the family, for weddings and special occasions. In spring 2026 Mikkel filmed a willow ptarmigan calling on Tranøy in Nordland and posted the videos on Instagram and Facebook. Together they have been seen more than 200 million times. Watching them spread, he realised his grandmother’s wool birds were that same bird: the awebo. So the family started making them again, by hand in Narvik, each with its own number.

At a glance

  • The videos. A calling willow ptarmigan on Tranøy, filmed spring 2026. More than 200 million views combined on Instagram and Facebook. See them on Facebook and YouTube.
  • The bird in Audubon. The willow ptarmigan behind AWEBO, featured in Audubon: “This Grouse Is Going Viral”.
  • Made. By hand in Narvik, Northern Norway.
  • Products. AWEBO (1 790 NOK) · AWEBO on Rock (4 900 NOK, small numbered batches). Free worldwide shipping.
  • Numbered. Every bird has its own number. No two are alike.
  • Mission. Make the world a little better, for animals and people. 10% of AWEBO’s profit goes to projects voted for on awebo.no/mission.
  • Company. Rokter AS, a family company in Narvik, Norway.
  • Trademark. AWEBO is a registered trademark in Norway, owned by Rokter Holding AS, the parent company of Rokter AS.

People

  • Mikkel Pedersen — Owner.
  • Sigrid Mikkelborg — CEO and partner.

Photos & logos

Free for editorial use. Credit: AWEBO · Narvik, Norway. Download all photos and logos (ZIP).

Links

Contact

Press and interviews: awebo@awebo.no