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https://theconversation.com/moomin-merchandise-and-fashion-80-years-of-ultra-savvy-marketing-that-taps-into-childhood-nostalgia-256168>
"On a visit to the British Library in London to research this piece, I was
preceded by a woman with a lilac-coloured tote featuring a mischievous-looking
girl with a severe top knot and black dress. I instantly recognised the
distinctive outline of Tove Jansson’s Little My, one of the many brilliant
characters of the Moominverse.
A committed researcher, I summoned up the courage to ask about the bag and the
woman carrying it. Anna – visiting the library to work on her fairy tale novel
– immediately told all about her hold-all. About how she felt a connection with
“fiery and independent” Little My specifically and Moomins generally. About how
they took her back to her Swedish childhood, when she would hand-knit the
distinctive rotund creatures. I had clearly hit the jackpot with Anna – Moomin
owner, wearer and maker, all in one.
Anna had bought the bag in Sweden, but you don’t have to go to the Scandinavian
birthplace of the Moomins to buy into their world. Anna could have gone to the
Moomin emporium 30 minutes’ walk away in Covent Garden, or just shopped online.
Today’s Moomin empire is vast and varied. The Moomins is a brand worth
multi-millions, with 800 licencees worldwide. This 80th anniversary year will
see capsule collections galore from the likes of Comme des Garçons, Acne
Studios and Polarn O. Pyret.
The products span interior décor, clothing and accessories, ceramics and much,
much more. Driven in part by the extension into media that includes video games
and TV, Moomins can be found on everything from planes to pencils. It’s very
possible to eat, sleep, wear, play Moomin – to immerse yourself entirely in the
Moomin world.
It’s all very typical of the 21st-century media and entertainment asset
landscape. And yet, as Moomin aficionados know full well, none of it is new.
There has been Moomin merch for as long as there have been Moomins."
Share and enjoy,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
