Moomin boom boosts British charity

A special double edition of two stories by the beloved author Tove Jansson has been released in the UK, and already nearly tops the charts of book retailer Waterstones. The proceeds from the special edition sales will be donated to the Oxfam charity. A translation into the Kinyarwanda language is also gaining popularity in Rwanda.

The ever-popular family of creatures known as Moomins continues to take the world by storm in what has been dubbed a "Moomin boom". This time the characters created by Finnish author Tove Jansson are pairing with charity organisation Oxfam to improve the lives of women worldwide  - writes yle.fi.

A new double edition of two Moomin stories,The Invisible ChildandThe Fir Tree, has become an overnight bestseller at British book retail chain Waterstones and is currently selling at #2, just after chef Jamie Oliver's newest book of recipes.

Waterstones reports that sales have been high both in shops and online stores. A new printing of the book has already been ordered and the order size doubled.

"The Invisible Childis about a little girl who turns invisible after being badly treated by the woman supposedly caring for her," the official Moomin site writes. "She is given a place to stay at the Moominhouse and, when shown warmth, kindness and respect by the Moomin family, she gradually reappears and regains her place in the world – a right that every woman and girl should have."

"The Invisible Child is one of Jansson's most beloved short stories, and suits the campaign well," says Moomin Characters creative director Sophia Jansson, the lauded author's neice. "And British children's book audiences have been familiar with the Moomins since the 1950s."

The UK boasts a long history of donating to charities, and Jansson says that purchasing the new book is a way for consumers to demonstrate their values.

The target sum for the Oxfam campaign is 200,000 euros.

Moomins in Rwanda

The specific projects which the campaign will fund have not yet been decided. Oxfam focuses on developing countries all over Africa, Asia and South America.

One of the potential countries to benefit from the Moomin boom is Rwanda in east Africa. Jansson visited an Oxfam office there earlier this year and met with a cooperative of local female pineapple farmers.

The women say they were easily able to follow the fanciful and touching story of Ninni in The Invisible Child in its Kinyarwanda translation when they read the story aloud at a meeting.

Jansson says she hopes that the Oxfam campaign is only the beginning of a longer combined charity effort.

"Most of the world is still quite unaware of the Moomins," Jansson says. "I'd say that the world needs a splash of Tove's philosophy now more than ever."

Read more news of Helsinki here.

yle.fi
Moominboom Britishcharity
If you notice an error, highlight the text you want and press Ctrl + Enter to report it to the editor
2 views in november
I recommend
No recommendations yet

Comments

Post your comment to communicate and discuss this article.

Society
Alexander Stubb (NCP), a vice-president at the European Investment Bank (EIB), has hinted at the possibility of returning to politics after losing the race to become the lead candidate of the European People’s Party (EPP) to Manfred Weber of Germany. Stubb received more votes than expected but lost to his rival candidate by a clear vote of 127 to 492 at EPP Congress Helsinki on Thursday. “I got a very good feeling [from the campaign], I must admit,” the fo...
Politics
The Finnish government will introduce no amendments to legislation on patient data during this electoral term, assures Annika Saarikko, the Minister of Family Affairs and Social Services. Saarikko and Kai Mykkänen (NCP), the Minister of the Interior, have participated actively in public debate concerning a legislative proposal that, according to Helsingin Sanomat, has been drafted in secrecy and would grant police significantly wider access to sensitive pa...
Society
School groups could in the future use public transport services in the Helsinki region free of charge when travelling with a teacher, according to a decision made by the Executive Board of Helsinki Region Transport (HSL) on 30 October 2018. The final decision on transport charges, including tickets for school groups, will be made by the HSL General Meeting on 27 November.  From the beginning of 2019 onwards, municipal school administrations would no longer...
Society
Finland has dropped to eighth in the world in the latest version of a ranking of countries according to their English language skills. Finns are now the worst English-speakers in the Nordic countries, according to the EF English Proficiency Index. The 2018 version of the ranking puts Finland in eighth spot, with western neighbour Sweden topping the comparison. This year’s result is the weakest Finland has achieved in the ranking, which has been published e...
Society
The theme of next month's Independence Day ball at Helsinki's Presidential Palace will be climate change and environmental issues. The theme of this year's Independence Day reception will be climate change and the environment, according to the Office of the President of the Republic. Finland's most exclusive social occasion is just one month away, and the Office of the President has started sending invitations to some 1,700 guests for an evening that tradi...
Society
The day's papers report on unsolved thefts, free head lice medicine for families and Angela Merkel's visit to Helsinki. Daily Helsingin Sanomat reports that most larcenies go unsolved in Finland. According to statistics by the Police University College, police were able to clear 3,150 offences between January and September of this year, while about 41,500 remain unsolved. In 80 smaller municipalities, especially in Lapland and Åland, the police did not sol...
Society
Finland's Tax Administration reports that 15,000 more eligible taxpayers declared no taxable income in the last two years, putting the total past 160,000 in 2017. https://yle.fi/uutiset/osasto/news/steady_increase_in_declarations_of_no_taxable_income/10492154 The number of eligible taxpayers who reported no taxable income in Finland has risen by 15,000 in the last two years to a total of 161,000 in 2017. "Most of the people declaring no taxable income are...
Society
Women in their 60s move more than men of the same age when it comes to occupational and leisure-time physical activities, according to a new study from the University of Turku in southwest Finland. "Gender differences during the workday are partially explained by the varying work patterns and the physical activity associated with women having longer commutes to work. Women of this generation also tend to do more housework than men, and measuring devices wo...
Society
Opponents of Britain's withdrawal from the EU are calling more loudly for another referendum on Brexit. Seven of Finland's 13 MEPs think a second vote is likely. Over half of Finland's 13 members of the European Parliament (MEPs) say they believe that a second British referendum on Brexit will become a reality. The National Coalition Party's Sirpa Pietikäinen, Henna Virkkunen, Petri Sarvamaa, the Centre Party's Elsi Katainen, the Greens' Heidi Hautala, the...