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PostNord is helping Moomintroll get out into the world

Cups with Moomin pictures on.

Author Tove Jansson’s Moomin figures adorn everything from mugs to towels for customers worldwide thanks to e-commerce and a customized third-party logistics solution.

Finnish fictional character Moomin and his friends continue their incredible worldwide triumph. Moomin Characters had sales of EUR 700 million last year, and demand for Moomin items has skyrocketed in the last ten years.

For about a year, Moomin has had an e-commerce site and the central warehouse, which is managed by PostNord, contains 800 different items waiting to be shipped to the world. The UK, Nordic region, US and South Korea are a few of the biggest markets and Moomin is growing particularly fast in Asia.

Jonas Forth is CEO of and says e-commerce has facilitated the spread of Moomin products.

“All you have to do is go to, choose and pay. As soon as it’s done, an order goes to PostNord, who picks and packs the parcel and marks it with the recipient’s name and address before it’s shipped by truck, air or sea.”

Jonas Forth says the company considered three factors when choosing an e-commerce logistics partner: “Who could maintain stock for us, package and then deliver? And do it both globally and cost-efficiently? The answer was PostNord.”

Jonas Forth says that one explanation for the success of Moomin Characters is that the products have remained loyal to the author’s original material. “The brand and characters haven’t been watered down, because we’ve only used material created by Tove Jansson. The Moomin books have been translated into over 50 different languages and lots of readers might want a mug, lamp or towel with a Moomin motif,” he says.


The Moomin Characters company, which licenses Moomin products, was founded in the 1950s by the author herself.​

In the last ten years, demand for Moomin products has grown by almost 600 percent.

Moomin Characters had sales of EUR 700 million last year.

The central warehouse in Åbo is managed by PostNord and contains 800 items.

Everything is stored and packed in Åbo and distributed from there to abroad. Products are shipped by air to Asia and North America, but by road within Europe and the Nordic region.​

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