LOVE at first sight – new Alphabets Moomin mug collection coming soon


If four letters can change the world, imagine what you could do with the whole alphabet! Moomin by Arabia's brand new Alphabets mug collection brings out mugs that entice us to form words and meanings. With new alphabets planned to be launched every year, the L, O, V, and E mugs are the first ones – suggesting what spending time together is all about.

The main idea of the Alphabets Collection is to encourage us to come up with various letter combinations to create new and meaningful words. The collection is a part of the Reading, Writing and the Moomins initiative, spreading the joy of reading and writing in the lives of children, youth, and adults.

alphabet moomin mugs

“The collection’s firsts, L, O, V, and E mugs, make an easily approachable start to the world of Moomin alphabets. The word ‘love’ tells something profound about not only life itself but also the Moomin stories, where togetherness, open-mindedness, friends, and family are central aspects,” says Mirka Paasikangas, Global PR and Communications Manager for Moomin by Arabia.

The collection will be supplemented with new alphabet mugs every year, with two new letters launching already in January next year. Individually, the mugs make great signature items and personal gifts on anniversaries and other special occasions.

alphabet moomin mugs

First collection with Tove Jansson’s alphabet illustrations

The new candy-coloured alphabet mugs bring Tove Jansson’s wonderful alphabet illustrations to the Moomin by Arabia collections for the first time. The alphabet is based on the initials and lettering that Jansson hand-drew for the book “The Memoirs of Moominpappa” and the maps of Moominvalley. Jansson combined each letter with a character, and the first set of four mugs features Moominmamma, Moomintroll, The Fuddler, and the younger Mymble.

The character illustrations on the other side of the mugs also have their origins in Jansson’s Moomin stories. The collection’s first items, in the respective order, are based on the comics “Moomin and Family Life”, “Moomin and the Comet”, “Fuddler’s Courtship”, and “Moomin’s Winter Follies”, adding Snufkin, Snorkmaiden, Hemulen and Mr Brisk to the scene.

New multi-purpose size

For the delight of those who like to have their morning coffee or tea large, the Alphabets collection comes in a bigger size of 0.4 litres. Moomin mug owners can also be creative with the purpose: the mugs come in handy when picking up berries and are cute for serving sweet treats. The design is from Kaj Franck’s beloved Teema series. The first four mugs can be distinguished by their lilac, yellow, green, and peach colours.

The Alphabets collection is available from October 11th, 2022 at Iittala stores and Iittala.com. From January 12th, 2023 onwards the items are also available on the Moomin Shops and other Iittala resellers. The Alphabets collection will become a continuous Moomin by Arabia collection. 

Leave your email address on the product page, and we’ll inform you when the new mugs are available!