Moomin and Oxfam role out female empowerment campaign

The Moomins and Oxfam are launching a campaign together to help women and girls around the world fight inequality and escape poverty.

The deal focuses on The Invisible Child, a short story by Moomin creator Tove Jansson, which will be available to buy from Waterstones, the Moomin Shop Covent Garden and Oxfam shops, with at least £4 from each sale being donated to Oxfam’s women’s projects worldwide.

“Tove was a strong and independent woman who lived life the way she wanted to – unlimited by ideas about how a woman should behave or what her role should be – which isn’t too surprising considering where she grew up,” said Sophia Jansson, creative director of Moomin Characters.

“Finland has always been a leader in women’s rights, and was the first European country to give women the vote in 1906. However, not everyone is this fortunate, and I’m sure that Tove would be very glad that her stories are going to help women all across the world escape poverty and find their voices.”

A variety of other Moomin products featuring artwork form the publication will also be sold to help raise money for the charity, including a tote bag, tea towel and handkerchief.

Elsewhere, Macmillan Children’s Books will donate £1 per sale of its Pocket Moomin Colouring Book, while Finnish brands Fiskars and Finlayson will contribute a proportion of sales of its Moomin products, too.

Nikki van der Gaag, director of women’s rights and gender justice at Oxfam, added: "The values woven into Tove Jansson’s wonderful stories – justice, compassion, kindness – perfectly echo what Oxfam represents and fights for every day.

“From empowering business ventures like beekeeping and fruit-growing, to rebuilding lives and homes after disaster strikes, we support amazing women all around the world. We believe that every woman and every girl deserves the right to be visible and have their voice heard, so we’re very proud to partner with Moomin Characters to launch this inspiring Moomins tale."

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