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The Conversation
The Conversation
Kiera Vaclavik, Professor of Children's Literature & Childhood Culture, Queen Mary University of London

Moomin merchandise and fashion: 80 years of ultra-savvy marketing that taps into childhood nostalgia

On a visit to the British Library in London to research this piece, I was preceded by a woman with a lilac-coloured tote featuring a mischievous-looking girl with a severe top knot and black dress. I instantly recognised the distinctive outline of Tove Jansson’s Little My, one of the many brilliant characters of the Moominverse.

A committed researcher, I summoned up the courage to ask about the bag and the woman carrying it. Anna – visiting the library to work on her fairy tale novel – immediately told all about her hold-all. About how she felt a connection with “fiery and independent” Little My specifically and Moomins generally. About how they took her back to her Swedish childhood, when she would hand-knit the distinctive rotund creatures. I had clearly hit the jackpot with Anna – Moomin owner, wearer and maker, all in one.

Anna had bought the bag in Sweden, but you don’t have to go to the Scandinavian birthplace of the Moomins to buy into their world. Anna could have gone to the Moomin emporium 30 minutes’ walk away in Covent Garden, or just shopped online.

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