The collection is a part of the Reading, Writing and the Moomins initiative.

License Global

September 30, 2022

1 Min Read
The first set from Alphabets mug collection.
The first set from Alphabets mug collection.Rights + Brands

Moomin” by Arabia, a new Alphabets mug collection, has been announced by Rights & Brands. The collection is a part of the Reading, Writing and the Moomins initiative, spreading the joy of reading and writing in the lives of children, youth, and adults.  

 “The collection’s firsts, L, O, V, and E mugs, make an easily approachable start to the world of Moomin alphabets,” says Mirka Paasikangas, global public relations, communications manager, “Moomin” by Arabia. “The word ‘love’ tells something profound about not only life itself but also the ‘Moomin’ stories, where togetherness, open-mindedness, friends, and family are central aspects.”  

The collection will be supplemented with new alphabet mugs yearly, with two new letters launching in January. Individually, the mugs make great signature items and personal gifts on anniversaries and other special occasions.  

The candy-colored alphabet mugs bring Tove Jansson’s alphabet illustrations to the “Moomin” by Arabia collections for the first time. The alphabet is based on the initials and lettering that Jansson hand-drew for the book “The Memoirs of Moominpappa” and the maps of Moominvalley. Jansson combined each letter with a character, and the first set of four mugs features Moominmamma, Moomintroll, The Fuddler, and the younger Mymble.  

Related:The Point.1888 Doubles 'Moomin' Licensing Program in the U.K.

The character illustrations on the other side of the mugs also originate in Jansson’s Moomin stories. The collection’s first items, in the respective order, are based on the comics “Moomin and Family Life,” “Moomin and the Comet,” “Fuddler’s Courtship” and “Moomin’s Winter Follies,” adding Snufkin, Snorkmaiden, Hemulen and Mr. Brisk to the scene. 

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MoominRights & Brands

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