As part of the celebrations of what would have been Tove Jansson’s 100th birthday during the jubilee year 2014, Moomin Characters and Bulls Licensing have run a charity project together, with UNICEF as a partner. The donation campaign involved a number of brands who have all donated a part of their sales to UNICEF.
“Tove Jansson was an extraordinary woman in many respects and we wanted to honour her achievements by improving children’s chances of going to school. By giving them an education, children in developing countries have a greater chance of a better, more independent life,” says Sophia Jansson, Chairman and Creative Director at Moomin Characters Ltd.
The products that received the most attention in the campaign was the Tove’s Jubilee mug by Arabia. The ‘Tove 100’ mug features an image from the picture book The Dangerous Journey published in 1977.
“We would like to thank all of you who have supported UNICEF in their important charitable work by purchasing Tove 100 Jubilee products. Together we have raised a considerable sum to be donated to UNICEF. This Year has been significant and it has been great to see how Tove Jansson’s favour and the love for Moomin continues to grow around the world. “says Nora Haatainen, Global Product and Marketing Manager
Tove Jansson herself was involved with UNICEF and contributed by, among other things, illustra- ting Christmas cards with the Moomin characters for the organisation.
“Children being given access to education is vitally important. It’s a way out of poverty and exclu- sion and no child should be denied that possibility. We are extremely thankful for the support of Moomin Characters & Bulls Licensing, this money will give a lot of children a better future,” says Véronique Lönnerblad, General Secretary at UNICEF Sweden.
The companies which have taken part in the campaign are: Fiskars Home Oy Ab, Anglo, Finlayson, Lindex, Martinex, OptoDesign, Paletti, Tammi, Muuria, Egmont, WSOY