Moomins make a splash in Atlanta
ATLANTA — The Moomins Love mug, based on the sweet, amorphous-shaped storybook trolls created by Finnish artist Tove Jansson, is turning 30 this year. Fiskars is celebrating the milestone with a new special anniversary edition mug and other items at Atlanta Market this week.
The Love mug, created by Finnish home tabletop company Moomin Arabia, is the only mug from the 1990s still in production. The limited-edition anniversary edition of that mug has special details, including a unique inner decal. Fiskars Group, which owns the Arabia brand, will celebrate the design throughout 2026 with a wider collection that includes a mini mug, vase and figurine, united by a common Love 30 backstamp.
The Moomins, which were created by Jansson in 1945, has a large licensing business worth roughly $850 million, according to a 2020 New York Times story. According to Wikipedia, there have been several television series, films and two theme parks, one in Finland and one in Japan, that were inspired by the characters. Although not as familiar to American audiences, Moomin books, mugs, tote bags and other merchandise are sold at Barnes & Noble stores in the U.S. The pilot program launched in 2023 in 26 Barnes & Noble stores and is expanding to 260 stores in 48 states, according to a Moomins announcement updated in March.
Music Box has secured the North American distribution rights to the movie “The Summer Book” starring Glenn Close. It is based on another book by Jansson that addresses grief and the bonds between a grandmother and grandchild. And the Brooklyn Public Library is currently holding an exhibition highlighting Jansson’s work.
