Moomin: more cuddly than ever!

Caroline Mickler Limited, Licensing Agent for Moomin, has announced the expansion of a highly successful line of soft toys based on the much-loved friendly trolls. Aurora, one of the leading companies for high-end, soft toy designs in the global gift industry, is expanding its successful Moomin plush range with more figures to meet expected demand during the Christmas period.

The Moomin family and friends are already available in a popular range of soft toy versions of Moomintroll, Moominmamma, Moominpappa, Snorkmaiden, Snufkin and Little My as well as a Moomin keyclip. Now Aurora plans to add to the range with charming and very seasonal Christmas plush of Moomintroll with a stripy hat and scarf as well as a delightful soft Moomin house with a range of Moomin character finger puppets. The Moomintroll figures are 6.5 inches high, the Moomin house 8 inches high and the finger puppets 3 inches high.

The core market for both ranges is likely to be children and gift buyers for children but there is also a strong secondary market for these cuddly Moomin toys among teens, tweens and many adults for whom the appeal of the brand has remained strong since their own youth.

The new items will follow the established range, which has been selling extremely well since its introduction late last year, into a wide range of high street and independent gift, book and design outlets across the UK, as well as a number of major online retailers including Play.com and Amazon.

The Moomins have been stars of books, cartoon strips, stage and screen for over half a century. Caroline Mickler Ltd’s strategy for the Moomin brand has brought a wide range of licensed product, including cards, books, toys, apparel, accessories, tableware and an award-winning range of fashion bags, to a vast consumer audience but in particular two target markets for whom the lovable, carefree trolls have a massive and enduring appeal: children and young adult women.

Verity Groom, Aurora Marketing, says: “It has been a delight to work with a brand that is unique, charming, full of character and so perfectly suited to the soft toy market — as the expansion of the Moomin range proves. We are sure that the Moomin plush success story will continue into Christmas and well beyond.”

Caroline Mickler says: “Aurora has been focused on top quality and innovative soft toy design for many years — and the Moomin range is no exception. We are not surprised that the range has been so well received and are delighted that these wonderful new figures have been added.”