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Reading, Writing and the Moomins

Language and storytelling are at the core of what makes us human. We want to build a new theme around language as a tool for storytelling and for understanding ourselves, others and the world around us. Storytelling is central to the Moomin brand. The Moomin stories are at the core of what makes the Moomin brand unique.

We want to differentiate from other character brands by building a valuebased concept that promotes the importance and benefits of reading and writing. We want to build on the themes found in the Moomin stories and stay true to Tove Jansson’s legacy and to the core values found in her stories.

Reading, Writing and the Moomins is a multiannual international initiative, and initially the partners include Finnish Red Cross, Unicef, Pen International, Oxfam, The Children and Youth Foundation’s Read Hour, Svenska Folkskolans Vänner and a large number of Moomin license holders.
Learn more about the initiative here.

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