A new book delves into the illustrated Moomin mug phenomenon

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.