Why Are Moomins Products So Collectable And Sought After?

By: Samantha Maskrey


remain in fashion 68 years after they were originally introduced to the world by Finnish writer Tove Jansson in 1945. Moomin products are fast becoming sought-after items to purchase and collect. We ask why, nearly seven decades after the original publication of the first Moomin book, this is the case.
The nostalgia value attached to the characters is a strong factor which contributes to the popularity of Moomin products and which makes them collectable items. In Japan, for example, the target group for Moomins products is 25 to 35 year old women. For a generation who grew up watching the television series in the 1980s and 1990s, owning Moomin coffee mugs or wearing Moomin t-shirts is an ironic reference back to earlier, more carefree days.
For children, the stories of the Moomins appeal today as much as they always have done. The Moomins were created as an optimistic and well meaning group of animals, different to any creatures known on earth, according to Moomins expert Dr Sirke Happonen. The Moomin stories are of adventure and discovery and can be enjoyed by children of all ages. As such, Moomin key rings, diaries and lip balms make good birthday presents for children who like to collect models and images of the Moomin characters.
Jansson began writing her stories during World War Two as a means of blocking out reality. The simplicity and gentle nature of the Moomin stories offer the reader an escape from the cares and worries of the world. In the same way, Moomins merchandise appeals to adults and children as it is cute, happy and fun. In Japan, cartoon characters are an important part of popular culture, as they are used to advertise many products and are seen as a means of self-expression in a very uniform world. Purchasing Moomins merchandise achieves this aim whilst also harking back to a simpler, childlike time.
From an aesthetic point of view, it is easy to see the appeal of Moomins merchandising. The pastel shades and strong lines used in the design makes each item interesting to look at and easy on the eye. Appealing to many tastes, Moomin merchandising is preppy and versatile.
Overall, it is easy to see why Moomins products are collectable and sought after. The characters and stories appeal to children and adults alike. Moomins products make ideal gifts for children and kitsch presents for grown-ups who like to be individual in their style.

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