Britain’s first Moomin Shop opened its doors on Wednesday in London. The new shop is located in the popular Covent Garden retail area.
Moomin is the popular fictional character, created in the 1930s by Tove Jansson (1914-2001), from which books, comic strips, TV programmes, a theme park as well as countless peripheral products have all been developed. Oy Moomin Characters Ltd monitors the intellectual property rights of the moomins. Its creative director is Sophia Jansson, Tove Jansson’s niece.