Yesterday was the first day of the Oslo Design Fair at Norway Trade Fairs in Lillestrøm, where Sophia Jansson, Tove Jansson’s niece, gave a talk on the history of the Moomin, and why the brand has become so successful.
Moomin is one of the top 20 characters worldwide (Licensing biz, 2013). “An important reason for the growth we’re experiencing with Moomin, is a successful combination of renewal and the beautiful design reflecting Tove’s artistry,” says Sophia, who is an active spokeswoman and majority owner of Moomin Characters Ltd.
“Tove was always meticulous in her work, and wanted everything she created to provide additional value. Our designs therefore reflect Tove’s ideas about quality, and our style is based on the values symbolised by the Moomin universe,” she continues.
Moomin is putting a lot of effort into its presence at the four-day fair, the greatest single event promotion of an individual character in Norway. Bulls Licensing, global agent for Moomin, has invested as much as 500 000 NOK in this event. Oslo Design Fair is the biggest trade fair in the country, and a meeting place for the design and interiors business.
“I think the secret of Moomin’s success is that these stories are about timeless themes everyone can relate to, regardless of nationality, religion or geography,” Sophia Jansson says.
The first Moomin story was published in 1945, and since then the universe has expanded: Books, pictures, comics, animations, exhibitions, and a wide assortment of products are attached to the brand. 85% of Norwegians between 18 and 75 years old are familiar with Moomin – a brand people associate with friendship, tolerance, care, and family (market survey conducted by Ailes AB, 2015).
