"For some, a visit to the Moomin Shop is the real highlight of their trip and they really look forward to seeing it. Older people reminisce about the Moomins being part of their childhood. Younger people want to show off their Moomin character tattoos", says shop manager Gabi Tuomi.
New products arrive every week at this treasure trove for Moomin fans. To mark the centenary celebration, the shop has been stocked with Tove100 marked products, ranging from mugs to notepads and biscuit jars to cards.
Fathers on business trips usually select Moominpappa from the vast range of soft toys. Moomintroll and Moomin mugs are universally popular; however, the contents of shopping bags and overall character preferences certainly vary depending on the nationality of the visitors.
"Swedes buy household products and educational toys such as puzzles. They also love the anarchy of Little My. The Japanese prefer Moomin books in Swedish (the original source language) even though Japanese translations do exist. They regularly buy several of the same item – 50 key chains for example – to use as gifts for friends and loved ones. The Japanese feel empathy towards the freedom and reliability of Snufkin", says Gabi Tuomi.
Most people recognize the Moomins, but not everyone has heard about the residents of Moomin Valley.
"Every once in a while, people come and ask what this hippo thingy is all about. In most cases, Moomins make people happy and I think it's nice that they are bought as gifts to be given to people around the world", says Tuomi.
Moomin themed events throughout Finland
This year marks the 100th anniversary of the birth of Tove Jansson, the creator of the Moomins. Several events will take place throughout Finland to mark the centenary celebrations.
Ateneum's major exhibition covers Tove Jansson's career as a painter, illustrator, political cartoonist, author, and as the creator of the Moomins and the Moomin stories. On 9 August, there will be a concert in held in honour of Jansson.
Ateneum: Anniversary Exhibition
The Design Museum will exhibit all 68 original Moomin mugs ranging from the 1950s all the way to this year’s anniversary mug. Both the original and in-progress versions of the mugs will also be on display.
An exhibition of photos by Per Olov Jansson (Tove's younger brother) and C-G Hagström, as well as rare examples of photos taken from the Jansson family album. The exhibition is open 5–27 September.
Hanaholmen: Tove in photos
From a young age, Tove spent her summers in the archipelago. Both the sea and islands were themes that recurred throughout her art.
Art Factory: Tove and the Archipelago
Art by sculptor Viktor Jansson, father of Tove.
Tampere Hall: Art by Tove's father
A permanent exhibition displaying around 2,000 original works by Tove Jansson.
Free entry on the day of Jansson's 100th anniversary, 9 August.
Tampere Art Museum’s Moomin Valley exhibition
Meet the Moomin characters and step inside their homes in the Moomin World.