Tampere partners with Moomin Characters to boost Moomin Museum’s visibility

The Moomins and the Moomin Museum are set to become a more prominent part of Tampere’s cityscape. The city of Tampere has initiated a new partnership with Moomin Characters, the rights holder for the Moomins, which will take effect from early 2025. This year also marks the 80th anniversary of the Moomins.

Through this collaboration, the city aims to enhance the visibility of the Moomin Museum both within Tampere and beyond. “The agreement allows for better utilization of the Moomins and their stories,” said Iina Ojala, Tampere’s head of public relations and marketing.

Various cultural entities in the city will produce Moomin-themed events, including libraries and the Tampere Philharmonic Orchestra. The first of these events will take place on Epiphany during the “Taikatalven kemut” cultural festival. Additionally, Moomin-themed activities will be featured throughout the city, including at locations besides Tampere Hall.

In June, the Moomin Museum will launch a new exhibition titled “Welcome to Moominhouse.” A grand celebration for creator Tove Jansson’s birthday will occur in August at Tampere Hall. Ojala also mentioned plans to establish Moomin-themed routes in the city, aimed at encouraging visitors to stay longer than just for a museum visit.

Marketing efforts will be increasingly directed abroad, with potential target markets still to be determined. However, Japan, known for its dedicated Moomin fanbase, may be a focus. “Our goal is to raise Tampere’s international profile, increase visitor numbers, and foster local pride in having this unique Moomin Museum,” Ojala concluded. The licensing agreement with Moomin Characters spans three years, from October 15, 2024, to October 15, 2027.