Press release -

The world's largest Moomin Café at Oslo Design Fair

Moomin’s presence at Oslo Design Fair, will be the brand’s biggest ever event investment in Norway. Oslo Design Fair is Norway’s biggest trade fair and meeting place for the design and interior industry in Lillestrøm, taking place from the 1st to the 4th of September 2016.

Oslo Design Fair is the most important meeting place in Norway for people within the design and interior industry. As the Moomin brand seeks to increase its presence in Norway, Bulls Licensing has invested more than half a million Norwegian kroner in this event. This is the first time the popular brand sets up its own Moomin café at the fair – as part of the greatest initiative ever launched in Norway based on a character.

Tove Jansson passed away in 2001, but her niece, Sophia Jansson, is an active spokeswoman and majority owner of Moomin Characters Ltd. She will be present at the press conference on Thursday the 1st of September at 8.30am. On the same day, she will also speak about “Why Moomin has become such a great success.”, from 10.30am-11am.

I believe the secret behind Moomin’s success is that the stories are about timeless subjects that we can all identify with, regardless of nationality, religion or geography,” says Sophia Jansson.

The first Moomin story was published in 1945, and since then the universe has grown: Books, drawings, cartoons, animations, exhibitions, and a large assortment of products are tied to the brand. 85 percent of Norwegians in the age group 18-75 years are familiar with Moomin – a brand people associate with friendship, tolerance, caring and family (market research conducted by Allies AB, 2015).

Fiskars will hand out 200 free Moomin mugs at the fair each day. The mugs are a well-known product to as many as 2,5 million Norwegians (market research conducted by Allies AB, 2015). 


  • Art, Culture, Entertainment


  • oslo design fair
  • bulls licensing
  • mumin
  • moomin

About Bulls Licensing

Bulls Licensing is the worldwide agent on behalf of Moomin Characters Ltd. Founded in 1929, Bulls has built a solid track record in generating revenue from brand properties. With an established network of sub-agents and licensees, Bulls Licensing is currently working with approximately 500 companies including H&M, Finnair, Samsung and UNICEF.


Kristin Tjulander

Press contact Marketing & Sales Director

Jeanette Eklund

Press contact Project Manager +46 722312118

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