Moomin: The Finnish "Disney" turns 80 years old
What began as a series of books and comics has evolved into a franchise with international presence, including theme parks, licensed products, and animated series.
Moomin, the series of characters created by Tove Jansson in 1945, is turning 80 years old and remains one of the most recognized intellectual properties of Finland. What started as a series of books and comics has evolved into a franchise with international presence, including theme parks, licensed products, and animated series.
From Literature to a Global Business
The Moomin books have been translated into more than 50 languages and have led to multiple adaptations in television and cinema. In recent years, the brand has expanded its reach with commercial collaborations and growth in Asian markets, where there are theme parks and attractions in Japan and South Korea.
A Case in the Creative Economy
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According to data from Moomin Characters Oy, the company managing the intellectual property, the franchise generates over 700 million euros annually in sales of licensed products.
The theme park Moominworld, located in Naantali, about 20 to 30 minutes from Turku, in southwestern Finland, is a tourist attraction that receives thousands of visitors each year, with an impact on the local tourism and entertainment industry.
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Digital Expansion and New Initiatives
For its 80th anniversary, the company has announced new initiatives in augmented reality, digital content, and a new animated series. It is also exploring monetization options in digital formats, such as collectibles and interactive products.
The franchise continues to develop and aims to adapt to new generations through different formats and platforms.