Moomin Characters has launched The Moomin Phenomenon, a five-part audio documentary series narrated by actress and producer, Lily Collins, and actress, comedian and screenwriter Jennifer Saunders.
The Moomin Phenomenon tells the story of how the Moomins went from being characters in a series of Finnish children’s books to a worldwide phenomenon with fans across the globe, its own philosophy, hundreds of licensed products and an annual turnover of more than €650 million.
The Moomins first appeared in The Moomins and the Great Flood, a story written and illustrated by the Finnish artist Tove Jansson and published in 1945. They were catapulted onto the global stage in 1954, when the London Evening News commissioned Tove to write a Moomin comic strip which ran for 20 years and, at its peak, was syndicated in 40 different countries.
The Moomin Phenomenon explores why fans feel such a deep connection to the characters that Tove created and the unique philosophy of Moominvalley, where the values of love, equality and courage are ever-present. It asks how and why so many artists – from writers and musicians to designers and jewellers – have been inspired by the stories, and how the brand balances its licensing programme with the importance of preserving the integrity of Tove Jansson’s body of work.
Finally, its looks at the life and legacy of Tove, an incredible woman who lived according to her own rules.
“Tove was an incredible artist and an exceptional person,” commented Sophia Jansson, niece of Tove Jansson. “She wasn’t afraid of walking her own path and was true to her ideals, and these things fed into her creations – they’re part of what makes the Moomin stories so special. I’m very happy that her work continues to resonate so deeply with people all around the world today.”
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