Finnair’s new family concept to include beloved Moomins


The Finnish airline, Finnair, has today announced that it is renewing its concept for family travel, which will include the popular Finnish Moomins in various segments of its customer journey for families travelling with Finnair.

Moomin characters, images and content will be visible in various phases of travel. For example, kids travelling with Finnair will be able to use a special Moomin check-in counter and children’s security control. They will also receive a Moomin themed magic ticket, luggage tag and a giveaway onboard the aircraft. The in-flight entertainment content will also be updated to include the popular Moomin animations. For families travelling with infants, a Moomin Finlayson towel for infants will be given as a gift. In addition, children passengers travelling in Business Class will receive an exclusive Moomin amenity kit.


Families with infants will get a Moomin character towel by Moomin licensee Finlayson. Each towel is packed in a beautiful box with the introduction to Finnish mindscape. Photo: Finlayson


“We are very happy to extend our collaboration with the Moomin Characters Ltd for our new family concept,” says Piia Karhu, Senior Vice President, Customer Experience at Finnair. “The Moomin brand is one of the most popular Finnish exports around the world and we are thrilled to have it included in our customer journey for kids. Travelling with children is a growing segment and we want to provide our little customers with the best possible experience.”

The new “Moomin” family concept will be rolled-out gradually on Finnair flights throughout the first half of 2018.