What is it like to work with the beloved Moomins every day? Annika Tickle knows firsthand. Her team is behind Moomin Arabia’s latest Moomin tableware and home textiles, transforming Tove Jansson’s original illustrations into playful, modern-day collectibles. Design Stories had the pleasure of meeting Annika – read on for our exclusive interview!
Hi Annika! The first Moomin book, The Moomins and the Great Flood, was published in 1945. Now, 80 years later, the Moomins continue to resonate with people across generations and cultures. What do you think is the secret behind their enduring appeal?
“I think the Moomins’ appeal lies in how different people can see themselves reflected in the characters of Moominvalley. The personalities Tove Jansson created are multidimensional, which allows them to capture a wide range of human emotions in a deeply relatable way.
My personal favorite character is Sniff – partly because we had a dog that looked just like him, but mostly because I feel he’s a bit misunderstood. Many people see Sniff as greedy and self-centered, but in reality, he cares about others and is, at heart, a truly lovable character.”
How do Tove Jansson’s original illustrations and stories influence the artwork on Moomin Arabia products? How are new designs created in practice?
“All Moomin product illustrations are based on Tove Jansson’s original artwork, primarily the comic strips she created for The Evening News between 1954 and 1959. After that, her brother, Lars Jansson, continued writing and illustrating the comics until 1970. We have access to the entire comic strip archive, which provides an incredible amount of material for Moomin Arabia’s designs. However, we mainly focus on Tove’s work, though we can also incorporate Lars’ illustrations when needed.
In Moomin Arabia’s designs, the characters from Moominvalley are depicted exactly as Tove originally drew them – down to their posture and the finest details. The Moomin comics are quite different in storytelling style from Tove Jansson’s Moomin books. The comics were primarily written for adults, and they contain humor – at times even quite bold – that wouldn’t necessarily resonate with children. That said, even in her books, Tove explored complex and sometimes heavy themes. Her first Moomin book was written in the aftermath of World War II. Despite its somber elements, the story carries an underlying sense of hope and a happy ending.
“Hope is a common thread throughout Tove Jansson’s entire Moomin universe, and it’s something we want to reflect in our products as well – along with the Moomins’ way of embracing life on their own terms.”
Hope is a common thread throughout Tove Jansson’s entire Moomin universe, and it’s something we want to reflect in our products as well – along with the Moomins’ way of embracing life on their own terms. For example, hibernating Moomins know nothing about Christmas. When the Moomin family unexpectedly wakes up one winter and hears that ‘Christmas is coming,’ they start preparing for it in their own way. Their celebration ends up being far from traditional, even hilariously misinterpreted. But in true Moomin spirit, that doesn’t matter at all, because the Moomins are anything but conventional, and what truly counts is spending time together.
In a way, we are rewriting the Moomin story in our products. When developing new illustrations, our designers first immerse themselves in the comics, searching for character poses that can be combined to tell a fresh story through the design. Naturally, colors play a big role too. Since the original comics were mostly black and white, we have the creative freedom to develop vibrant color palettes. That’s why Moomin Arabia’s Moomins get to be playful and colorful.”
Tove Jansson’s Moomins have evolved in appearance over time, and even the thickness of her lines varies between different eras. How does this influence Moomin Arabia’s illustrations and storytelling?
“The look of the Moomins indeed varies across different decades. That’s why, for every product, we carefully choose which era’s illustrations to use. We never mix characters from different periods within a single design. For example, a 1970s Moomin character wouldn’t appear alongside a 1950s one.
We work closely with Moomin Characters to ensure authenticity. Before any Moomin Arabia design is launched, it undergoes a thorough review by their team. They meticulously check details such as line thickness to match the original drawings and ensure that even the smallest elements, like Snorkmaiden’s ankle bracelet, are correctly placed. This process guarantees that our illustrations remain true to Tove Jansson’s artistic vision.
Tove’s first Moomin book from the 1940s featured long-snouted Moomins, which look entirely different from the rounder characters of the 1990s. I love that Tove never confined her artistic expression to a single fixed style. Instead, she allowed the Moomins to evolve naturally over time. It’s wonderful that at Moomin Arabia, we can draw inspiration from both the evolution and continuity of her work, and in a way, become part of that story ourselves.”
You joined Fiskars Group to work with the Moomin Arabia brand in 2022. How have the Moomins evolved since then?
“When I started, there was a clear ambition to expand the brand into new product categories, particularly glassware and home textiles. Until then, the focus had primarily been on Moomin mugs. While the mugs remain a key product, we have since built an entire product family around them.
Moomin Arabia remains as faithful to Tove Jansson’s legacy as ever. At the same time, it has grown into a comprehensive and approachable lifestyle brand, one that brings joy to everyday life. The brand’s strong identity is reflected in everything from the way products are styled in photography to how they are presented in stores.”
“I’m impressed by how passionately collectors feel about Moomin mugs.”
Speaking of mugs… Since the 1990s, Moomin mugs have sparked enthusiasm and even developed a dedicated collector community. Could you tell us more about this side of Moomin Arabia?
“The Moomins are a cherished part of Finnish cultural heritage, and Moomin mugs hold a significant place in Finnish design history. When illustrator Tove Slotte’s first Moomin mugs were launched in 1990, no one could have predicted that they would become such an iconic phenomenon. To date, 168 different Moomin mugs have been produced, and new designs are introduced every year.
On August 9th, Tove Jansson’s birthday, we celebrate Moomin’s Day with the release of a special annual Moomin’s Day mug – often selling out quickly. I’m always impressed by the passion of Moomin mug collectors. Many tell us that they buy their mugs in pairs, one for display and one for everyday use. Others rotate their collection by season, choosing mugs that best suit the time of year.
However, Moomin mugs aren’t the only Moomin Arabia collectibles. The first Moomin tableware by Arabia was actually introduced as early as the 1950s, with illustrations designed by Tove Jansson herself. That same decade saw the release of the first ceramic Moomin figurines, which were created by Tove’s mother, Signe ‘Ham’ Hammarsten-Jansson.”
You mentioned the Moomins’ role as part of Finnish cultural heritage. What is it like to work with something so deeply rooted in Finnish identity?
“Working with Tove Jansson’s legacy comes with a great sense of responsibility. I want to honor and preserve that heritage, ensuring that it remains as valuable as ever. Naturally, this influences product design on many levels.
The illustrations for Moomin mugs are created for the classic Teema mug, originally designed by Kaj Franck. At the same time, we are continuously developing new products and collaborating with contemporary designers and ceramic artists. A great example of this is our immensely popular blue-and-white Haru collection, designed by Nathalie Lautenbacher and Naoto Niidome, both of whom have a deep understanding of the Moomin world. The illustrations for the Haru series, created by our design team, are inspired by Tove Jansson’s original wreath motifs.”
Your work is intense and takes you around the world. How do you unwind and find balance?
“I don’t really separate work and free time, but that’s just my personal approach, I don’t expect my team to operate the same way. Since my official working hours are mostly filled with meetings and administrative tasks, I find that my most creative thinking happens outside of office hours.
My husband, Adam Tickle, and I both have flexible work schedules. He runs the Helsinki Playground community, and his work isn’t limited to traditional office hours either. We often joke that if we didn’t work, we wouldn’t even know what to talk about!
I’m efficient and love solving problems, but I’ve learned to give others space to influence how things get done. I don’t lose sleep over work, but I do protect my ability to focus by keeping notifications turned off, even during the workday. I check messages several times throughout the day, but if something urgent comes up, I encourage my team to just call me.
Both Adam and I travel a lot for work. In March, I’m heading to Tokyo for a three-month assignment. Because of this, the concept of ‘home’ has become less central in recent years. We live in a lovely apartment in Helsinki’s Ullanlinna district, but I could just as easily imagine living somewhere else. A couple of years ago, we bought a cottage in Parainen, a coastal town in southwestern Finland, and it has quickly become my anchor in the world – my happy place.”
Annika Tickle’s TOP 3 favorites:
- 1. Scent: “The gentle scent of smoke and wood drifting from the sauna at our cottage.”
- 2. Restaurant: “I have two favorites in Helsinki: Aoi, a neighborhood spot, and the classic Maxill.”
- 3. City: “Tokyo!”
Discover the Moomins
See also:
• All products by Moomin Arabia >
Text: Selina Vienola Images: Juho Huttunen and Moomin Arabia Production: Design Stories