In 2025 The Moomins turn 80. For the anniversary year Moomin Characters have decided to turn their focus back on where it all began: 80 years ago, at the end of the Second World War when Tove Jansson’s first story about the Moomins was published.
In this first story, The Moomins and the Great Flood, we follow two trolls, Moominmamma and her son Moomintroll. They’re lost. We follow them on a dangerous journey as they travel through dark forests and across stormy seas in search of shelter and in search of the missing Moominpappa. How terribly relevant this story feels today, 80 years later as millions flee their homes in search of safety.
At the end of the book they are reunited with Moominpappa and after a great flood, they finally arrive in a small valley more beautiful than anything they’ve seen before. There, in the midst of the meadow is a house, tall as a stove, very elegant and painted blue. It may not be the finest house in the world but for the Moomin family this house is the most beauti- ful one they could ever have hoped for.
The house is of course the Moominhouse and it stands at the centre of what will become Moominvalley. And it’s much more than just a house. It really is the foundation upon which the Moomin family build their whole way of life and the starting point for all their future adventures.
The door to the Moominhouse is always open to all strange creatures that might come knocking. For the Moomins family is a flexible concept. On the journey they’ve adopted the little creature Sniff. Others will follow. The mischievous little My, the nomadic Snufkin, the charming Snorkmaiden. Each with their own distinct personality, each with their own way of living and viewing the world and each with their own faults. The house offers shelter, comfort and security to all that seek it – and it is in essence this that enables the Moomins and their extended family to courageously venture out into the world on all of their ad- ventures, to take risks and to be free, safe in the knowledge that at the end of the journey they have a place to return to, a place they can call home, a place where they belong.
And to be happy you have to feel you belong. You have to feel valued and accepted. You have to feel you’re part of something greater than yourself. These are universal needs, timeless needs. They are as true today as they were in 1945.
To be happy you have to feel you belong, but in Moominvalley you don’t need to fit in to belong. Each character is welcomed as they are and accepted for who they are.
That’s the story Rights & Brands want to tell for Moomin 80. A story about belonging and inclusiveness. A very Moomin story. The owner will be offering partners and licensees new anniversary marks and artworks as well as slogans and other communication assets. Several major projects for the anniversary year are already in the works and we look forward to adding more as we approach 2025.
Rights & Brands are exhibiting at the Brand Licensing Europe, 20 – 22 September, Booth C181.