Tallink Silja Line
“Our best tool in reaching families with kids is a big and gentle white Moomintroll from Finland”
- Richard von Yxkull, Marketing Director, Silja

“A large and very important group of our passengers consists of families with children. Therefore we are constantly on the lookout for effective ways to reach them,” says Marketing Director Richard von Yxkull.

Silja Line considers the Moomins one of their best marketing invest­ments. In their long-term pursuit for positive values and feelings on their ferries Silja Line has found no match for these funny, hilari­ous and gentle trolls.

The Moomins help Silja Line in strengthening their leading posi­tion as the number one choice for families on the Baltic Sea.

“We use the Moomins also widely in our marketing and advertising, in our TV campaigns and our own cruising catalogues. The results have always been very satisfactory,” says Richard von Yxkull.

Berner
”The Moomins were our ticket to instant success for our children’s shampoo”
- Kirsi-Marja Koskelo, Director, Berner

Berner Ltd was looking for away to broaden their well-known XZ product range when they were con­tacted by Moomin Characters and Bulls.

“It was not difficult to see the benefits of the Moomins,” says director Kirsi-Marja Koskelo at Berner. - Tove Jansson's Moomins represent the same values as our company. We believe in lasting values that can strengthen our brands.

According to Kirsi-Marja Koskelo, the XZ Moomin Shampoo was an instant success, thanks to the strong brand image of the Moomins.

“I have never experienced any­thing like this before. Each and every retail chain was equally enthusiastic about having our pro­ducts immediately.”

“Such a good position is some­thing you do not normally achieve easily.” Kirsi-Marja Koskelo is keen to point out one more thing.

“In my opinion it was very easy to come to terms with both Moomin Characters and Bulls. I have expe­rienced several other cases that were far more complicated and time consuming. Maybe it has to do with the good nature of the Moomins?”

Arabia
“We prefer to rely on traditions and lasting values, just as the Moomins.”
-Katarina Petterson, Brand Manager, Arabia

The first Moomin mugs from Designor/Arabia were launched in 1991. The Moomin characters were chosen because Arabia could foresee the potential synergy between Tove Jansson's philosophy with the Moomins and that of Arabia's. What also made the decision easy is the fact that the Moomins are international characters. The Moomin books have been translated into over 30 languages.

“Our company prefers to rely on traditions and lasting values, not on something that is trendy today and out of fashion tomorrow,” says Katarina Pettersson, Brand Manager at Designor/Arabia.

Ever since the beginning the sales curves have pointed upwards. The main market areas are the Scandinavian countries and Japan.

“In my opinion, our Moomin products are quite unique in the sense that they please kids and adults equally. You can buy them for your own use or as a gift for someone you like,” says Katarina Pettersson. “Another amazing fact is that their demand is as great in supermarkets as it is in leading department stores. After all, we are talking about premium products in our case. Everybody just loves the Moomins.”