Barnes & Noble brings Moomin to the United States in a nationwide partnership

22 Feb 2023

The Moomin phenomenon lands in the United States! Marking Moomin Characters’ first significant foray into the U.S, Barnes & Noble is set to make Tove Jansson’s literature widely accessible to American audiences, both in stores and online.

Moomin Characters, the parent company of the global phenomenon The Moomins, created by the acclaimed Finnish artist, illustrator, and writer Tove Jansson, and Barnes & Noble, the largest book retailer in the United States, are thrilled to announce a significant new partnership to make Jansson’s literature widely accessible to American audiences, both in stores and online. The partnership with Barnes & Noble marks the Moomin Characters first significant foray into the United States.

“A partnership to make Tove Jansson’s literature widely accessible to American audiences, both in stores and online”

Barnes & Noble will feature nearly a dozen of Jansson’s iconic children’s books from the Moomin series alongside her most popular adult novels, available on the bookseller’s e-commerce platform www.bn.com and in select stores nationwide. Barnes & Noble will also feature a curated selection of Moomin gifts and lifestyle products, ranging from the best-selling and highly collectible Moomin mugs to Moomin notebooks, home goods, and more, in 21 stores across the country.

James Daunt, CEO of Barnes & Noble, said, “I have long been an admirer of Tove Jansson’s creative spirit and the inspiring world she created with the Moomins, stories that still to this day resonate deeply with readers of all ages. Jansson’s life story, her literature, and her art are meant to be celebrated and enjoyed by all, and we at Barnes & Noble couldn’t be more pleased to have the opportunity to bring Jansson’s work to American audiences.”

Tove Jansson’s niece and President of the Board at Moomin Characters, Sophia Jansson, said, “Tove was an incredible artist and an exceptional person. She wasn’t afraid of walking her own path and was true to her ideals, and these things fed into her creations – they’re part of what makes the Moomin stories so special. We are incredibly proud to have in Barnes & Noble a partner that is equally as excited as we are to bring the Moomins to America.”