The original Moomin works open many paths for creating new and innovative material. A select group of publishers have been trusted with the mission to develop new publishing, reaching a worldwide audience with their programs. Staying true to the origins of the stories, characters, artwork and Tove Jansson’s original vision is key to both new publishing and the brand itself.
Moomin novels and picture books are true classics that stay relevant for a wide readership with their timeless themes of family, friendship, respect for nature, the lust for adventure and the safe haven of a home. Moomin Characters and Rights & Brands, together with trusted master publishers, are constantly adding new books and formats based on the original Moomin works to reach new generations and let them find their own way to the world of the Moomins.
Over time, there have been many adaptions of the Moomins in different formats. In the nineties, there was an infamous change of the characters’ colours in animations and comic magazine adaptations, and storylines took a very different route from what Tove Jansson had set out in the universe she created.
When Sophia Jansson, Tove Jansson’s niece and Lars Jansson’s daughter, joined Moomin Characters Oy Ltd in 1997, she quickly decided to stop the uncontrolled development of the brand and went back to the basics, back to the originals. As Creative Director, Sophia Jansson kept a very clear structure for the new development of books: all stories and artwork must be based on the originals or be very closely connected to the themes and values of the Moomin brand itself.
Sophia Jansson says: ”Though the Moomin books are for all ages, for the youngest of listeners and readers, there is room for easier adaptations based on the original stories to work as an introduction into the Moomin universe. Hence, new publishing has been a path to the original books.”
Anna Lawrence, Nordic Rights Director at Rights & Brands, comments:
“All new development work is done in close collaborations with the approvals team, from synopses and first sketches to final texts, illustrations, and layout. We are very particular about the fact that new publishing is adaptations of the Moomin universe, never extending it or changing existing stories and frameworks. We would never allow new novels to be created, but the picture book and novelty formats are lovely ways to enthuse new and young readers.”
As a result of this strategy, there are now several Moomin new publishing strands, all clearly separated, while still staying true to the originals and all having the same goal: to lead new readers to Moominvalley, allowing children to get to know the beloved characters and eventually letting them find their way to Tove’s original and outstanding creations.
Crafted by well-known publishers and their stable of creative authors, illustrators and editors, sold internationally by Rights & Brands and its sub-agents, the Moomin new publishing programs have gained worldwide success. Some examples of strands of new publishing are: ABC, Reading Writing and the Moomins by Otava Publishing, Bonnier Carlsen and the “back to Tove” range, Werner Söderström’s beautiful non-fiction series, Moominvalley animation books by Macmillan and Bestselling Moomin baby, picture book and novelty ranges by Puffin.
Pictured the knitting book Happy Wool Socks – An Alphabetic Journey into Moominland by Otava Publishing, a part of the ABC, Reading, Writing and the Moomins.
Originally published as an article for the Moomin Magazine Issue 3, read more about the different strands of new publishing in the magazine here. Are you interesting in hearing more about new publishing? Hit us with your questions at publishing@rightsandbrands.com