This is the fourth episode of the podcast about the Moomin phenomenon, and this time weâll be looking at the commercialisation of Moomin. Why is there so much Moomin STUFF in the world? Is it simply because itâs an easy way to feel closer to the world of Moomin? Do you, dear listener, have any Moomin merchandise or collectables in your home? Perhaps a fridge magnet? Or a plush toy? Have you tasted the Fillyjonk fizzy soft drink? Or, as we discussed in the last episode, Moomin whiskey? A Moomin mug was sold for 25 thousand pounds on auction â how is that even possible? In this episode, we are going to visit a real treasure chamber full of Moomin rarities and Tove Jansson's illustrations. And we try to answer the following question: How do you actually preserve the artistic value of a commercial brand while maintaining Tove Janssonâs artistry and values? In this episode we talk to Roleff KrĂ„kström, Managing Director at Moomin Characters and professor Boel Westin among others.
