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The Arabia and Moomin success story continues to this day
Bulls Licensing, part of Bulls Press, has represented the Moomins since the 50s, for syndication, publishing and merchandising. The very first licensed Moomin products were brought into the market in 1952. In 1957 Arabia Finland began the production of Moomin porcelain, the first mugs hand-painted by Tove Jansson. The Arabia and Moomin success story continues to this day.
Over the years, with an ever increasing fan-base and urge for Moomin products, the brand has collaborated with major companies like Finnair for promotions, H&M, Uniqlo and TopShop for apparel, Penguin books for publishing and Unicef and the Red Cross for CSR projects and charity donations. The brand has upped its digital presence through collaborations with Google and Sony Music and Spotify for streamed digital content.
The Moomin stories have been televised, dramatized, animated and made into operas and ballets. Tove Jansson’s work has been the focus of numerous art exhibitions, book fairs and comic festivals around the world.
The loveable characters delight children and adults alike in a number of Moomin shops, in the theme park Moomin World and now in a chain of Moomin cafés in Japan, where lonely dwellers may take comfort in the reassuring company of large Moomin plush toys.
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