In 2014, Lindex celebrated Tove Jansson’s 100th anniversary by producing a comprehensive and unique anniversary collection. Lindex created timeless designs in mainly organic cotton. For every garment sold, ten percent of the profits were donated to UNICEF and earmarked for the benefit of children’s education. The collaboration with UNICEF has permeated all of the Tove Jansson anniversary celebrations and a large donation will be turned over to UNICEF in early 2015. Lindex’s contribution to the donation will be significant.
During the launch of the collection in February of 2014, Lindex hosted various events and release parties in its flagship stores in Stockholm, Oslo and Helsinki. Moomin himself visited and local UNICEF ambassadors from the respective markets entertained customers. Children got the opportunity to participate in drawing contests and compete for various Moomin prizes. These events received a lot of media coverage and created a buzz among many bloggers.