Latest news with #Moomin
Straits Times
11 hours ago
- Entertainment
- Straits Times
Moomins enter the cuteness pantheon, with help from Gen Z
A long mural for 'The Door Is Always Open,' a new exhibition that celebrates the Finnish author Tove Jansson and her Moomin family creations, at the Brooklyn Public Library in New York, on July 17. The Moomin family – Moominpappa, Moominmamma and Moomintroll – live in Moominvalley, where they welcome all friends, visitors and vagrants for adventures and sweet treats. Lately, though, the milk-white hippo-esque characters created by Finnish author and artist Tove Jansson, have taken over the central branch of the Brooklyn Public Library in New York City. With huge, friendly eyes and protruding, snuffly snouts, they peer from balconies and dance across giant pink and green floor displays. On a recent summer afternoon, Ms Meera Sastry, who was visiting from Los Angeles, stopped by to see the exhibit on the recommendation of a college friend. 'I remember Moomins growing up, from online – I was big into Tumblr,' said Ms Sastry, 23, pausing to admire a photograph of Ms Jansson by the Finnish coast. 'Of course they were cute, like Sanrio characters. But I liked that they were also anxious, and had little narratives.' Ms Sastry hadn't read any of the nine books featuring the characters, she admitted: 'I'll have to get on that.' Others browsing the exhibit, including an art teacher on a road trip with her friends, had also first learned of these lovable creatures online, where Moomins have gone the way of Snoopy and Miffy – decades-old cartoon characters who have been rediscovered and embraced by a younger generation and have spread widely through merchandise and online content. When the library announced the exhibition on Instagram, said Ms Linda E. Johnson, the president and CEO of the Brooklyn Public Library, it became the account's highest-performing post to date. Mr Lukas Dean, 22, a Norwegian singer who recently appeared on 'The Voice', mainly uploads content about two things on TikTok: music and Moomins. One video, captioned 'pov: when someone asks me what happened to all my adult money,' features Dean cross-legged on a kitchen floor, flanked by stacks of Moomin-themed dishware. Top stories Swipe. Select. Stay informed. World Trump says many are starving in Gaza, vows to set up food centres Asia Cambodia, Thailand agree to 'immediate and unconditional ceasefire' to de-escalate border row World US, China hold new talks on tariff truce, easing path for Trump-Xi meeting Asia Giant algal bloom off South Australia devastates marine life, threatens seafood exports Sport Dare to dream, urges Singapore's first International Swimming Hall of Famer Joseph Schooling Singapore 44 suspects under probe for involvement in SIM card fraud Singapore Tanjong Katong sinkhole: Road recovery works progressing steadily, tests under way Singapore ST Explains: What we know about the Tanjong Katong sinkhole so far The comments sympathize with his situation: 'relate so hard,' 'literally me,' 'ok don't call me out like this.' Mr Dean's obsession with Moomin collectibles began when his father brought him back a treat from a blood drive: In Norway, everyone who donates receives a Moomin mug. Now he has a collection of about 40 of them (not all from donating blood). Choosing one each morning, he said, 'sets my mood for the day.' 'A lot of people like the nostalgia aesthetic,' he added. This year is the 80th anniversary of 'The Moomins and the Great Flood', the children's book by Ms Jansson that originated the Moomin universe. From the beginning of Moomintimes, the characters and their stories have been related but separate entities, from a business perspective. In the 1950s, Ms Jansson and her brother Lars founded Moomin Characters Ltd to manage the copyright of the booming Moomin brand. The brand, already renowned and beloved in Ms Jansson's native Finland, quickly expanded internationally when the artist began making comic strips for The Evening News in London. The characters surged in popularity in the 1990s, when Moomin-themed video games and television shows fueled a Moomin renaissance in Europe and Japan. (It was also in this decade that the Moomin mugs, which were originally hand-painted by Ms Jansson, were reintroduced and mass produced.) Now, the Moomins have entered a global pantheon of cuteness: The Brooklyn Public Library Exhibit is the first in the United States to celebrate Ms Jansson's creatures. 'Moomins are being discovered in the US by new generations, spreading word from person to person,' said Mr Thomas Zambra, 36, the director of business development for Moomin Characters. He and his brother, Mr James Zambra, the company's creative director, are Ms Jansson's grandnephews and the third generation of family members to run the business. In the United States, awareness of Moomins began in 'small pockets bubbling up here and there,' Mr Thomas Zambra said. That has been changing rapidly, particularly as major American retailers such as Barnes & Noble and Urban Outfitters begin to carry Moomin products, and as 'younger generations are organically discovering the Moomins through social media and the '90s animation on YouTube,' the Zambra brothers, who are based in Finland, wrote in an email. The brand collaborations have helped, too. In the past few years, high-end luxury labels, including Rimowa, Acne Studios and Comme des Garçons have introduced products like Moomintroll luggage tags (Rimowa), a US$620 (S$798) Moomin-printed button down (Acne) and an entire collection of Jansson-inspired designs (Comme). Worldwide sales of Moomin products, not including books, are more than US$800 million a year, Mr Thomas Zambra said. The characters surged in popularity in the 1990s, when Moomin-themed video games and television shows fueled a Moomin renaissance in Europe and Japan. PHOTO: SARA KRULWICH/NYTIMES But Moomintroll were always intended by Ms Jansson to be something of an adorable Trojan horse for more serious social issues. Ms Jansson was an outspoken pacifist, and her first Moomin book, which was published in 1945 and portrays her Moomin family traveling through a dark forest is often read as an allegory for World War II. Ms Jansson was also lesbian and lived with her life partner, Ms Tuulikki Pietila, sometimes on a remote island that inspired the settings for her adult novels 'The Summer Book' and 'Fair Play'. The Brooklyn Public Library exhibition, which is titled 'The Door Is Always Open,' champions Ms Jansson's message as a call for acceptance and inclusivity. It opened in June, LGBTQ+ Pride Month. 'An openly queer women at that time writing about the issues and the themes that are part of her work was avant-garde,' Ms Johnson said. NYTIMES
New York Times
a day ago
- Entertainment
- New York Times
Moomins Enter the Cuteness Pantheon, With Help From Gen Z
The Moomin family — Moominpappa, Moominmamma and Moomintroll — live in Moominvalley, where they welcome all friends, visitors and vagrants for adventures and sweet treats. Lately, though, the milk-white hippo-esque characters created by the Finnish author and artist Tove Jansson, have taken over the central branch of the Brooklyn Public Library. With huge, friendly eyes and protruding, snuffly snouts, they peer from balconies and dance across giant pink and green floor displays. On a recent summer afternoon, Meera Sastry, who was visiting from Los Angeles, stopped by to see the exhibit on the recommendation of a college friend. 'I remember Moomins growing up, from online — I was big into Tumblr,' said Ms. Sastry, 23, pausing to admire a photograph of Ms. Jansson by the Finnish coast. 'Of course they were cute, like Sanrio characters. But I liked that they were also anxious, and had little narratives.' Ms. Sastry hadn't read any of the nine books featuring the characters, she admitted: 'I'll have to get on that.' Others browsing the exhibit, including an art teacher on a road trip with her friends, had also first learned of these lovable creatures online, where Moomins have gone the way of Snoopy and Miffy — decades-old cartoon characters who have been rediscovered and embraced by a younger generation and have spread widely through merchandise and online content. Want all of The Times? Subscribe.
Asahi Shimbun
6 days ago
- Entertainment
- Asahi Shimbun
VOX POPULI: Snufkin shows the freedom found in solitude and simplicity
'One can never be truly free, if one admires someone else too much.' Such counsel could only come from someone like Snufkin—a philosophical wanderer, poet at heart, who values freedom, independence and solitude above all else. It's the kind of advice he might offer to those who idolize him, gently warning against the dangers of attachment. A beloved figure in the Moomin series, Snufkin follows a ritual all his own: He departs on solitary travels before winter sets in and faithfully returns to Moominvalley with the coming of spring. At "Tove Jansson and the Moomins," an exhibition currently on view in Tokyo celebrating the artistic world of the Finnish creator behind the beloved literary family, Snufkin stands out as a crowd favorite. Every illustration and sketch of the free-spirited wanderer draws a cluster of admirers. With his trademark wide-brimmed pointed hat pulled low and a harmonica in hand, he is often depicted fishing beside his close friend Moomin. His enduring appeal seems rooted in his steadfast devotion to freedom. Author Tove Jansson (1914–2001) once reflected on Snufkin's personality and his inner contradictions. As cited in 'Tove Jansson' by Mayumi Tomihara (1954–2025), a Japanese scholar of French philosophy and Swedish literature, Jansson described the nomadic vagabond as someone who, alongside his longing for freedom, is inevitably drawn to solitude. This disposition, she noted, contains 'a self-centered weakness.' Jansson, a Finnish national, was born into a minority Swedish-speaking family. During World War II, as Finland found itself precariously positioned between two powerful and hostile forces—the Soviet Union and Nazi Germany—she began creating the Moomin characters as a means of escaping the turmoil of those dark and uncertain times. As a longtime reader, I've always been drawn to Snufkin's philosophical yet unpretentious words. In one scene from the Moomin books, he advises his friends to leave behind the gemstones they find in the valley, keeping them instead as memories. 'It's much more fun to keep things in your head than in a suitcase,' the contemplative wanderer says. I've come to believe that Snufkin is a restless traveler because he can only compose poetry and songs when tested by harsh environments. That's why he sets off each year before winter, leaving behind a sorrowful Moomin. He brushes aside sentimentality and embraces solitude with quiet dignity, carrying his ego without apology. There's something profoundly moving in that image. —The Asahi Shimbun, July 23 * * * Vox Populi, Vox Dei is a popular daily column that takes up a wide range of topics, including culture, arts and social trends and developments. Written by veteran Asahi Shimbun writers, the column provides useful perspectives on and insights into contemporary Japan and its culture.
Hypebeast
09-06-2025
- Entertainment
- Hypebeast
The Moomins Are Getting Their First-Ever U.S. Exhibition
Summary TheMoominsare making their U.S. debut in a new exhibition in New York. Staged at theBrooklyn Public Library's Central branch from June 28 through September 30,Tove Jansson and the Moomins: The Door is Always Openbrings the enchanting world of Moominvalley stateside, just in time for the characters' 80th anniversary. Created by artist and author Tove Jansson, the Moomins have become cultural icons in Finland and beyond. The upcoming exhibition offers an intimte look into her Jansson's whimsical universe, through a Moomin house installation, archival materials and a range of books and animations. Starting with the first book,The Moomins and the Great Flood, published in 1945, the exhibition traces the cartoon into its various theatrical, television and musical adaptations, shining a light these beloved, rotund creatures and their many forms we know and love today. Alongside a gamut of Moomin artifacts, the show pulls back the curtain on Jansson's creative legacy as a queer, political cartoonist and artist in postwar Europe, told through personal letters, illustrations and rarely pieces of ephemera. Whether you're six or 60 years old,The Door is Always Openmarks an unmissable opportunity for Moomin fans of all ages. In addition to the Brooklyn Public Library exhibition, the Finnish darling is ringing in its 80th birthday celebration with a monumental exhibition at the Helsinki Art Museum and a full roster of events set around Finland. The free exhibition will be open to the public starting June 28. Head to the library'swebsitefor more information. Brooklyn Public Library – Central Library10 Grand Army Plz,Brooklyn, NY 11238
Fashion Network
30-05-2025
- Business
- Fashion Network
Finnish franchise Moomin launches in India with Bradford License India
Finnish lifestyle franchise Moomin has entered the Indian market through a strategic licensing partnership with Bradford License India. The move brings the cartoon characters created by author and artist Tove Jansson to one of the world's fastest-growing consumer markets for storytelling brands. The India partnership aims to tap into the growing demand for emotionally resonant and design-led brands, Indian Retailer Bureau reported. Moomin's visual identity and cross-generational appeal are expected to drive expansion across premium lifestyle categories, apparel, gifting, and experiential retail formats. 'Moomin represents everything that makes a character brand timeless, a strong narrative, an emotionally engaging world, and relevance across generations," said Bradford License India's chairman Gaurav Marya, Indian Retailer Bureau reported. "We are excited to lead Moomin's foray into India and look forward to collaborating with innovative partners who see value in building something meaningful and lasting.' The Moomin brand, with a legacy spanning generations and a fan base in over 100 countries, markets itself on themes of kindness, curiosity, and inclusion, according to its Facebook page. Having evolved from books and animation into a global lifestyle brand, Moomin now spans home décor, fashion, stationery, collectibles, and fast-moving consumer goods. 'India's market potential is unmatched, and we are confident Bradford License India is the right partner to help us grow in this region," said Moomin Characters' managing director Roleff Kråkström. "We've seen Moomin thrive in diverse markets, from Europe to East Asia, and we're excited to see how Indian consumers engage with the brand's values, designs, and storytelling."
