Moomins mug collecting fades at flea markets but not online

Interest in collecting Moomins mugs is waning, with many collectors selling or considering selling their sets, according to a survey by Finnish public broadcaster Yle that drew hundreds of responses.

Respondents cited the rapid release of new models and high prices as key reasons, with some calling the current situation exploitative. The supply of Moomins mugs has grown at flea markets, and prices have partly fallen, but online trade on Tori.fi shows no recent change in demand, supply, or pricing.

Kirsi Laihinen of Nousiainen, a collector of 20 years, has considered quitting due to the frequent new releases, which make keeping a collection up to date expensive. Many others share her frustration. Sari Välikangas of Kokkola stopped collecting when mugs began appearing multiple times a year and production moved abroad.

Flea market vendors report a clear increase in Moomins mugs for sale. Ville Ilmonen, working at Kokkola’s Aikakone flea market, notes more stock but no significant price drops. Sami Virkkula, owner of a secondhand shop in Peräseinäjoki, has seen demand soften despite greater supply, with prices falling—except for 1990s classics, which retain strong appeal. Thai-made mugs attract less interest.

Mia Tallberg of Espoo criticises the relentless pace of new releases, including seasonal and character variations. This year alone, eight standard and four large mugs have debuted, up from 13 and 10 in the previous two years. Special editions, like the Moominvalley Park Japan mug sold only in Japan, add to the fatigue.

Most respondents still use their mugs daily, valuing them as practical items rather than display pieces. Online, however, the slowdown in collecting has yet to affect trade.