The Moomins was just one of the brands featured at the new Pop Up public festival in London earlier this month.
The programme of the event - which was celebrating literature and stories - included a variety of special events devoted to authors and characters.
A Moomin picnic, supported by the Embassy of Finland in London, took place, with visitors enjoying cakes and drinks based on recipes from the Moomins cookbook published by SelfMadeHero.
Publisher of the Moomin picture, sticker, activity, board and novelty books, Puffin created a special Moomin story telling event based on Moomin and the Birthday Button book.
"The popularity of these Moomin-themed events was a touching reminder of the enduring appeal of Moomin and the continuing relevance of the books and characters to a modern audience," said Caroline Mickler, MD of Caroline Mickler Ltd, licensing agent for the Moomins. "It was a privilege for Moomin to be a part of this brilliantly organised and imagined festival and I wish Pop Up every success in the years to come."
Doug Wallace, marketing director at SelfMadeHero, added: "We were thrilled that Moomin was chosen to be a part of this wonderful celebration of children's literature."