A gift called Love: Moomin Arabia rolls out a new range for Valentine’s Day

Bed linen, towels, a tote bag, and a 0.4l mug - Moomin Arabia starts 2024 with a range of new products adorned by the all-time favourite ‘Love’ illustration, showing scenes from Snorkmaiden and Moomintroll’s affectionate relationship. Available from 15 January, the collection arrives just in time for Valentine’s Day gifting but is valid throughout the year for celebrating love on any occasion.

For sweethearts and besties

The baby pink Love collection, including a bed set, a bath towel, a hand towel, a kitchen towel, a canvas tote bag, and a 0.4-litre mug, is a complete set of Valentine’s Day gift ideas. 

The heartwarming ‘Love’ motifs reflect Snorkmaiden and Moomintroll’s relationship and fit perfectly to Valentine’s Day. Even though the two sweethearts don’t always agree on things, and then again sometimes have crushes on others, their adventures always end well.  

Among other sales points, the Love items will be available in Moomin Arabia’s new webshop at moominarabia.com, which also offers customers a gift-wrapping service.

Moomin Arabia Love items

A familiar illustration from the ’90s

The motifs in the Love Collection are based on three scenes from Tove and Lars Jansson’s Moomin comics. The warm hug with the sun in the background is from Moomin and the Martians (1957), and Moomin Valley Turns Jungle (1956), their encounter on a path is from Snorkmaiden Goes Rococo (1958), and the painting scene from Moomin Builds a House (1956).

From the comic Moomin and the Martians (1957)
From the comic Snorkmaiden Goes Rococo (1958)
From the comic Moomin Builds a House (1956)

They are already familiar to many from an all-time favourite Moomin mug from 1996 that is also the only 0.3-litre mug from the 1990s still in production. The new 0.4-litre mug features the same illustrations as the 0.3-litre one but in a different order. With the painting scene in the middle, A side shows the encounter, and B side the hug. 

So far, launched last year, the larger mug has only been available exclusively in selected stores in Finland and Norway.

Celebrating love on any occasion

Inspired by the Moomins’ positive and open-minded take on life found in Tove Jansson’s Moomin stories, Moomin Arabia’s concept of Valentine’s Day and love extends beyond romance and companionship.

‘Bed linen is a perfect gift to a partner and a mug to a crush, but just as lovely for showing appreciation for a friend or a family member, or feeling pride in oneself. The Love collection is about affection and connection throughout the year—on Valentine’s Day, Mother’s Day, a bestie’s birthday, or any chosen occasion and for a good cause,’ says Mirka Paasikangas, Global PR and Communications Manager for Moomin by Arabia.

Moomin Arabia Love towel


All Love items will become available from 15 January 2024 in the Moomin Shop, Moomin Arabia’s webshop moominarabia.com, Iittala Stores and web store iittala.com, as well as widely from retailers.


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