Jubilee Moomin mug spur collector hysteria

If Tove Jansson (the creator of Moomin) had been alive today, she would have turned a 100 years old this year. The anniversary is celebrated with the project “Tove 100” which encompasses events, exhibitions and a large assortment of special edition products. The most notable of these products is the jubilee version of the Arabia Moomin mug. Variations of the mug are sold in over one million copies every year. The “Tove 100” mug depicts a page from the illustrated childrens’ book “The Dangerous Journey”, which was released in 1977.

The jubilee mug has been immensely popular, especially the version with the book character Susanna’s glasses painted on the inside rim of the mug. When the pop up Moomin Shop at NK opened in April this year the line outside was huge and filled with collectors who wanted a jubilee mug of their own. The mugs sold out in a blink and the waiting list grew large waiting for the next shipment of them to come in.

Now the wait is finally over. On Friday the 24th of May a delivery containing 250 sets of jubilee mugs arrived at NK. Each set consists of one jubilee mug with glasses and five regular jubilee mugs. The people on the waiting list have been contacted and many have already purchased their mugs. You too should hurry up and get to NK to invest in a future collector’s item before they are gone!

Moomin, Licensing