Moomin valley to open embassy in London

  • @LauraHChesters

The Moomins – Finnish cartoon characters – descend on London this week.

Sophia Jansson, a niece of Tove Jansson, the creator of the hippo-like trolls is to open a shop dedicated to Moomin memorabilia in Covent Garden on Wednesday.

The characters, created in the 1950s, appear on 400 licences for books, cartoons and toys across the world.

The shop has been developed by Patrick Haddad, the owner of an Edinburgh-based furniture shop, DesignShop UK. He decided to launch a London shop, the first outside Finland, following a successful exhibition at his store last year.

Ms Jansson, said: "For a company from little old Finland to have a store smack in the middle of London is a dream come true. I think the Moomins' concept of ecology has helped our popularity."