Swedish Licensees Line Up for Moomin

The 70th anniversary of Tove Jansson's Moomin publishing brand is off to a big start with a host of new products hitting shelves across Sweden as well as new online offerings.

The milestone kicked on in February with the opening of a Moomin exhibit at the Junibacken kids' fantasy house in Stockhom, Sweden. The exhibition features recreations of iconic places in Mooominvalley, as well as character meet-and-greets.

Additionally, the Keep Sweden Tidy Foundation has released a new line of products including mugs and other table wares featuring a series of posters Tove and Lars Jansson created for the charity in the 1970s.

QSR Max is also featuring the brand this year in a series of children's menu offerings that has kicked off with four Moomin drinking glasses. A total of 12 different toys will be offered as part of the restaurant's kids' meals throughout the year.

Finally, a new Moomin game site has launched featuring games, apps and other digital content inspired by the troll characters.