80 years of ultra-advanced marketing that participates in childhood nostalgia

During a visit to British Library in London, to examine this song, I was preceded by a woman with a lilac bag with a mischievous girl with a hefty upper knot and a black dress. I immediately recognized the characteristic outline of Tove Jansson’s Little mineOne of the many brilliant characters of Muminverse.

The obligated researcher, I called the courage to ask about the bag and the woman wearing her. Anna-Referring the library to work on her fairy-tale novel-Natummast told everything about keeping her. About how she felt a connection with “Fire and independent” my specific and generally my mumins. About how they took her back to her Swedish childhood, when the characteristic rotundal creatures struck her manually. I apparently hit Jackpot with Anna – the owner, wearing and creator, everything in one.

Anna bought a bag in Sweden, but you don’t have to go to the Scandinavian place of the birth of the Mineses to buy their world. Anna could go to Mumin Emporium 30 minutes walk in Covent Garden or just buy online.

This is part Series of articles Celebrating the 80th anniversary of the Mumin. Do you want to celebrate your birthday with us? Join the conversation and a group of experts on May 23 in Bradford In order to check the moths on the riviera and discussion about the experience for refugees at Tove Jansson’s work. Click here More information and tickets.

Today’s Mumin Empire is huge and varied. The Muminins is a Warta brand many million, with 800 licenses around the world. In this 80th anniversary of the year there will be a lot of collection of capsules from such as such Like boysIN Acne Studios AND Polarn O. Pyret.

The products include internal decor, clothing and accessories, ceramics and many, much more. Morko extended by the extension to the media, which include video games and television, Mooomins can be found on everything, from aircraft to pencils. You can eat, sleep, wear, play mumin – completely immerse yourself in the world of mumin.

All this is very typical for the landscape of the media and entertainment assets of the 21st century. And yet, as Mumin lovers know well, none of them is up-to-date. Merch Mumin has appeared since then.

Their creator Tove Jansson took an energetic role in the development of the Mumin industry. Part of her training was illustrations of advertising, and when the books and comic stripes began, she provided photos to the producer of drinks selling themed juice from sucks and other libations. Jansson also designed a board game and supported and supervised the development of several products and lines, ensuring great care of their quality and details.

The scale of surgery soon became overwhelming, and Jansson became more and more frustrated and offended by the requirements in its artistic time. One of her characters, SnofkinHe is stunned, why people “liked to have things” (Finn Family Mumintroll, 1948), and books have a certain anti -consumeric one. From this perspective, the huge Mumin industry is today contrary to the spirit of works.

Yet. The same book in which Snofkin spoke in this way is also a book (whose Finnish original title is a Hobgoblin hat) full to the brim with … things. And these things are invested in great fascination and power. How Snore The character indicates: “The best hat is always a bit unusual, of course.”

Jansson herself had a sturdy impulse to work with others to expand and develop her works by publishing them from the boundaries of books. She was actively involved in adaptation at an early stage, hundreds of craft and costumes, and later was absorbed in the long term Creating muminhouse Diorama (and a series of related tablets) with the partner of Tuuliki Pietilä and a friend of the Pentti Eistoli.

Making her creations concrete and tactile was a huge draw for this Daughter of a sculptor. One of the most striking mumin traits on paper is their velvety rotation – they almost beg for three dimensions.

So much for the Creator. But what about Mumin consumers? People around the world have been clearly wanted to feel closer to the world of Mumin for a long time and buy it. But why? The causes are both aesthetic and affective. As for the writer born in the Swedish, whom I met in the British library, mumin are often entered in the nostalgia and childhood innocence. And, as in the case of a sense of kinship Anna of Little We, people often feel instinctive belonging to one or more extensive and varied Mumina cast.

Books also contain and convey many associations (or “values” in the brand) with which people identify, want to share and display. Some of them are relatively banal (although fundamental) and observable elsewhere – such things such as friendship, warmth, family and acceptance.

But there are also functions quite specific for mouss and Jansson herself: the delight of life and sensual experience, sex fluidity, space for both lithe and darkness, for Wanderlust and the joy of coking at home. All this is conveyed with words and images of exceptional quality and distinctions.

The whim is supplied with a characteristic Scandinavian style and style: spotless, aesthetic aesthetic and pointed lines in the company of a opulent and bold color palette. Who would not want to wear hand -painted Aalto silk dress by the Finnish designer Tuomas Merikoski This transparts the lush green of one of the later Mumin books, a unsafe journey?

Eight decades after their first publication Mumins are still very desirable and catalyze creativity. As in the case of Little My Tote Anna, they are to accompany and lend a hand many generations of writers and creations in their imagination.