A new book delves into the illustrated Moomin mug phenomenon

Moomins, what are they even? Whimsical little hippos, stout bodied trolls, simple manifestations of cuteness? Tove Jansson, the Finnish writer and illustrator behind the undeniably magnetic Moomins created the word “moomintroll” to describe something soft. Form this creative, between 1945 and 1993, she released nine books, together with five picture books and a comic strip, as well as spawning numerous televisions series, films and even two theme parks across the globe.

Needless to say, the allure of The Moomins is real. The allure of the Moomin Mug phenomenon, however – detailed by an upcoming book by the Moomin Shop – is more difficult to pin-point. Essentially, and perhaps unbeknownst to the larger public, Moomin Mugs are historically beloved and have garnered such a collectable value that some are now worth up to $27,500 on the resale market – with tens of thousands queuing up on online stores.

Originating in the 1990s, Moomin Mugs became a fixture of Finnish tableware, but these mugs represent more than that, they represent the homeliness and warmth of the Moomin characters. “I think the Moomin boom and phenomenon goes hand in hand with the mugs and the overall Moomin popularity,” says Mirka Paasikangas from Moomin Arabia. “There would not be the mugs without the Moomin stories created by Tove Jansson, but the mugs have definitely built the popularity even stronger and spread the ‘Moomin message’ into new channels,” says Mirka.

Inside the catalogue, there are hundreds of Moomin Mugs, all faithful to Tove Jansson’s original designs. Overseen by veteran Moomin illustrator Tove Slotte, Moomin Shop’s design team also “create bigger concepts with textiles and other products” – but keep the mugs as they should be, the crown jewels of Moomin Arabia. It’s important, in Mirka’s opinion, to keep the mugs as close as possible to the original Moomins, as those original stories and television shows were the gateway to this fantasy world. Although a CGI reboot landed in 2017, with a star-studded voice cast, these mugs stray from that modern adaptation and stick to the hand-drawn stylings from the mid 20th century.

The mugs have become a space to celebrate even the most obscure characters, with many calling for one that features the Moomin friend Muskrat. “I think for me the most appealing part was the collectors interviews and how that whole section turned out,” says Mirka. “I think this is something very different compared to earlier publications, and it really shows the value and meaning of the Moomin mugs as a beloved, meaningful, and emotional object in people’s homes.” There’s no use in telling you why you should care about these 0.3 millimetre ceramics, upon just one glance at this impressive collection, it becomes immediately obvious. Moomins are forever.