What is this?

With these words, accompanied by an illustration of a round, white Moomin, the Moomins were introduced to an international audience for the very first time.

In 1954, when the Moomins were still relatively unknown outside the Nordics, the British newspaper The London Evening News began publishing a Moomin comic strip commissioned directly from the artist herself. This comic strip would go on to run for an astounding 20 years and was syndicated by Associated Newspapers to over 120 different publications across 40 countries. It reached 20 million readers daily, spanning the Commonwealth and beyond—from Canada and South Africa to India and Bermuda.

The launch of the comic strip was marked by a grand celebration: hundreds of London Evening News delivery cars were adorned with giant Moomin signs over two meters high, taking over the streets of London.

The comic strip played a pivotal role in establishing a loyal Moomin fan base worldwide, particularly within the Commonwealth, where it appeared in numerous morning newspapers for decades. It also contributed to creating a rich array of Moomin imagery, which remains a valuable asset for licensees today.

Brand values

Moomin is a values-led brand, with three core values at its heart: love, equality and courage.

Without being at all instructive or ‘educational’, the Moomin stories communicate the importance of everyone being allowed – and actively encouraged – to be themselves.

The Moominhouse itself is a beacon for those who are a little lost, or who have struggled to find a place for themselves elsewhere. This includes adopted family members like Little My and Sni! as well as temporary guests like the Hemulen, the Muskrat and Mrs Fillyjonk.

Moominvalley is an astonishing world that welcomes everyonewith open arms, and this is one of the many reasons why fans adore the stories.

The licensing program

The Moomin licensing program dates back to the 1950s when Tove and her brother, Lars Jansson, founded Moomin Characters Ltd to manage the copyright of the Moomin brand. Amongst the first licensees were Arabia, one of Finland’s best-known design brands, and Finlayson, one of the country’s oldest textile producers.

Arabia began producing its Moomin porcelain in the 1950s, and the first products were hand-painted by Tove herself. Their iconic Moomin mugs, of which there are now over 100 designs, were relaunched in 1990. Rare designs and special editions continue to be highly sought-after collector’s items.

Since then, the licensing program has gone from strength to strength thanks to Moomin’s unique status as a body of art. With the values of love, equality, and courage at its core and a focus on quality and integrity, it has grown to include hundreds of licensees and thousands of products that delight fans around the world.