Moomin Leads the Fight for Good with Apparel and Publishing

To celebrate the 60th anniversary of Amnesty International, Rights & Brands has announced the launch of a new Amnesty x Moomin collection.  

The first of two vital, human-focused projects to take place this November for Moomin, the Amnesty collection – titled the "Better to a light a candle, than to curse the darkness" collection – includes apparel and homeware featuring Tove Jansson's illustration of Moomintroll holding a lit candle.  

"One of the most visible signs of hope is the candle, which brings light where and when it is needed," says Augusta Quiney, head, art, Amnesty International. "What better way to celebrate the Moomin spirit and the hope of Amnesty's mission than to light a candle. We hope that this collection, based on some beautiful images created by Tove Jansson, captures that spirit."  

The collaboration builds on the heritage partnership between the brand and organization – with Tove Jansson herself donating illustrations to Amnesty International in the '80s – and the future of ethical apparel. For example, a tote bag and shirts are manufactured by Pure Waste and made responsibly in India from 100% recycled raw materials, while Costo's beanie is made of mulesing-free merino wool in Finland. 

"These illustrations by Tove Jansson were not only lovely works by a great artist but also a reflection of the values she held dear," says Roleff Kråkström, managing director, Moomin Characters. "These values are very much in line with what Amnesty International, as the world's largest human rights organization, is known for: a belief that things can change for the better if we act together in solidarity and hope to fight against the world's injustices." 

The first items from the Amnesty x Moomin collection are online via the Moomin webshop, with 10% of each purchase going toward supporting human rights. 

Rights & Brands has also announced a new campaign in collaboration with UNICEF and Suomalainen Kirjakauppa in Finland to build on the Reading, Writing and the Moomins initiative.  

To assist UNICEF in its goal of improving the education of 50 million children this year, each Otava Moomin product sold in Suomalainen Kirjakauppa stores in November produced a €1 donation to children's literacy worldwide.  

"Together with Moomin Characters and Suomalainen kirjakauppa, we are campaigning to promote literacy among young people," says Marja-Riitta Ketola, secretary-general, UNICEF Finland. "To solve the learning crisis, different actors need to be involved in conveying the message and challenging others. Equal education promotes well-being for all of us." 

This campaign is bolstered by collaborative artworks featuring Moomin characters to promote literacy and reading for children.