Characters : Moomin
About the Author
Moomin was created by the late Swedish Finnish author Tove Jansson. Tove spent much of her adolescent life near the sea and archipelagos with her grandparents, and such surroundings became a major influence for Moomin stories. Studying art in and around Finland and Sweden, she grew up to be an artist adept both in art and literature, and her most notable works include Moomin literature series [The Moomins and the Great Flood], [Comet in Moominland], and adult fiction [The Summer Book]
The Story of the Moomin Troll family, who live in the woods of Moomin Valley
Celebrating its 73rd anniversary in 2018, the Finnish national character Moomin is created by Tove Jansson. The original Moomin Novel series revolves around the stories of the Moomin family and their friends who live in Moomin Valley. The heartwarming stories feature the hedonistic and optimistic protagonist Moomin, Snork Maiden, who loves to doll herself up, Moomin Mama who can pull anything out of her bag, Moomin Pappa who always answers the call to adventure, Moomin’s best friend and vagabond Snufkin who travels south during the winter, and Little My, who’s small enough to fit in a fruit basket.
Since the publication of the first novel [The Moomins and the Great Flood] in 1945, Moomin novels and children’s books have received unending love from the public and a separate series was featured on the popular London newspaper The Evening News in 1954.
As the flagship children’s book of Scandinavia, Moomin is introduced to and loved in 33 countries, and 104 episodes of Moomin animated series were broadcasted in most of Europe and Asia, making a name for the character as a global gold standard. In 2015 the animated feature film “Moomins on the Riviera” was released in theaters around the globe in celebration of Moomin’s 70th anniversary, and a new 52-episode CGI animated series will be released in 2019.
Moomin believes the world is full of astonishing things the more you look into it and enjoys collecting gems and seashells. Moomin feels the happiest when he makes friends with guests who visit the Moomin house. He has utmost trust in his friends and is compassionate towards whoever is unfortunate. Moomin is very sensitive himself but doesn’t bring anyone down with negativity. He reckons the Moomin Valley is the safest and most exciting place in the world, so when he deals whatever oddity he faces with bravery.
Snork Maiden is Moomin’s girlfriend. Snork maiden has become a staple character since her first appearance in <Comet in Moominland>. She may be compulsive and flirtatious but she’s also happy and energetic. A daydreamer, Snork Maiden sometimes likes to imagine how charming her prince would be like. She is also a little vain and childlike, but she can be quick on her feet when in a tight spot.
Snork Maiden is a Snork, who resemble Moomins but of a different species. Their most defining characteristic is that hey change colors according to their mood. When Snork Maiden is upset, she turns light green. Snorkmaiden has a fringe, which she always keeps neatly combed and wears a gold anklet on her left ankle.
Yearning for adventure, Moomin Pappa ran out of his orphanage as a child, then eventually settled in Moomin Valley after meeting Moomin Mamma.
Moomin Pappa is the pillar of the family but at the same time he’s also childlike and adventurous. Moominpappa is also a dreamer who likes whisky and the company of dubious friends. In his youth, Moominpappa went on some great adventures, which he always loves to recount whenever the opportunity arises. You can recognize Moominpappa from his top hat and cane.
Moomin Mamma is a calm and collected mother who never lets little things get on her nerves. She ensures that the Moominhouse is always a safe and loving place – both for her family and for visitors. Moomin mamma wears an apron and carries a handbag. Her life gets turned upside down when she loses her handbag, as it contains all kinds of important things in case of emergency. It’s thanks to Moomin Mamma that everything runs so smoothly in the Moomin household. She finds solutions to even the most difficult dilemmas and can always see the silver lining in every cloud. When Moomin Pappa accidentally breaks a plate, Moomin Mamma says: I’m glad it’s broken, it was pretty ugly.
Snufkin is a philosophical vagabond who wanders the world fishing and playing the harmonica. Moomintroll is his best friend and Little My is his half-sister. Snufkin is also the son of the Mymble and the Joxter. He carries everything he needs in his backpack, as he believes that having too much stuff makes life overly complicated. Snufkin is easygoing and carefree, and enjoys thinking about things. He has plenty of admirers in Moomin Valley, especially among the smaller and more timid critters. He enjoys spending time with the Moomins in Moominvalley, but in November he always goes south for the winter, only returning to Moominvalley in the spring. Snufkin always wears a dark green hat with a wide brim and a similarly coloured, shabby old coat.
Little My was born on midsummer night and she lives with the Moomins in the Moominhouse, even though she isn’t related to them. Little My wears her bright, copper-red hair in an onion-shaped bun on top of her head and usually wears a red dress. Little My is fiery and irritable – but also happy and friendly. Small things may easily annoy her, but she never does mean things on purpose. Little My always wants to decide things for herself. Mess and untidiness don’t bother her at all: in fact, life is much more exciting that way.
01. Scandinavia’s Flagship Character Moomin
* Finland’s national character, pure and clean national image
* Design and color palette of Scandinavia everyone loves
02. Moomin’s story key words ‘family, love, adventure’
* Based on series of novels centered around stories of the Moomin family in Moomin Valley
* Original literature, children’s books, and artworks from graphic novels with myriads of stories
03. Target Audiences
* Core Target –Adult(20~30)
* Sub-Target – Infant & Children(3~12)
Merchandising is at full force in Moomin’s birthplace Finland and all around Europe, and Japan. Adored by everyone around the globe for 70 years, Moomin’s licensed products range from stationary, dinnerware, apparel, groceries, cosmetics to Moomin Café, Moomin Shop, and Moomin World (theme park).
In Korea, Moomin has been merchandised into books, stationary, dinnerware, bedding, apparel, and digital items through Seoul Merchandising Co., Ltd. Aside from general goods, SMC has diversified the Moomin licensing business through Dunkin Donuts Christmas promotion, Lotte World Mall Moomin festival, and Moomin Musical. SMC will further passionately pursue marketing and promotion to share Moomin’s stories of peace, love, and freedom.