Archive for Tove Jansson

Moomin Merchandise

Occasionally, publishers and authors send me children’s books. When time and interest coincide (alas, too infrequently), I review them and post my reviews here. More often, I write reviews of books I’ve bought. I do not review children’s-book-related tie-ins. I view such products with some skepticism, and have written critically about merchandising that targets children.

But I really like the Moomin products that Chronicle Books sent me — sent each of us Niblings, in fact — to congratulate us on the launch of our new blogging group. They’re adorable. Tasteful. Nicely produced. And, yes, they’re an appropriate gift for a group of bloggers who have named themselves after a minor character in Tove Jansson’s Moomin books.

If you do not know the Moomin books, you will want to read this post before reading further.  Take your time.  I’ll wait.

Moomin Notecards (Chronicle Books)Back? Well, to continue: I find myself puzzled at why I feel more comfortable admiring my new Moomin notecards than I would, say, a package of Bertie Bott’s Every Flavour Beans. Why does it feel “OK” to blog about these Moomin goodies but not the latest Potter merchandise?

One could argue that it’s because Moomin marketing is less ubiquitous than Harry Potter marketing. There may be something to that argument, but the Moomins are hardly obscure.  Sure, people in the U.S. are less Moomin-literate than the rest of the world, but Jansson’s characters are globally recognized. There are books, animated cartoons, stores of merchandise, and even an amusement park (in their creator’s native Finland). So, I don’t think it’s just fetishizing a pop cultural obscurity. Moomins are world famous.

Nostalgia, then? As Julie Sinn Cassidy argues in “Transporting Nostalgia: Little Golden Books as Souvenirs of Childhood” (2008), the Little Golden Books “function as snapshots, souvenirs, or relics of an imagined ideal of childhood,” and are often marketed to adult readers as such (148). While nostalgia also underwrites Moomins’ marketability, I never read Jansson’s books when I was a child. I first read them in my mid-20s. My wife grew up on them, and — as my scholarly interests shifted to children’s literature — she introduced me to the Moomin stories.  So, for me at least, childhood nostalgia falls short as an explanation.

Moomin journal (Chronicle Books)To say that these items have been tastefully made moves us into highly subjective aesthetic areas, but the designers have created products with an aesthetic that closely matches Tove Jansson’s.  I’m sure that good design is one reason for their appeal, but it feels insufficient.

The answer comes, as it often does, from Henry Jenkins. My relationship to Jansson’s Moomin characters is that of what he calls the “aca-fan,” a “hybrid creature which is part fan and part academic.” I simply like the Moomin characters and stories. They make me happy, in the way that the Mills Brothers’ recording of “Funiculi Funicula” does, or Crockett Johnson’s Harold and the Purple Crayon does. And Chronicle Books’ Moomin products are kinda cool.  If you’re a Moomin fan, you’ll probably enjoy these, too.

Related posts (on this blog):

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Introducing the Niblings

The Niblings

Meet the Niblings, a new blog consortium (found on both Facebook and Twitter), representing Seven Impossible Things Before Breakfast (Julie Danielson, a.k.a. Jules), A Fuse #8 Production (Betsy Bird), Nine Kinds of Pie (yours truly), and 100 Scope Notes (Travis Jonker). We considered calling ourselves “100 Notes on Why 7 8 9,” but, happily, the group liked my suggestion of “The Niblings.”

Our goal with this group is to share — in one convenient location — links from our blogs, as well as other interesting links related to the field of children’s literature. Instead of us sharing links to our respective blogs on four separate pages, consider this (the Facebook page or Twitter feed) a one-stop resource center for information on children’s literature. This was initially Jules’ idea, ’cause she isn’t happy unless she’s collaborating with others, and she has immense respect for these three other blogs. And she couldn’t pass up the fun numerology in these four blog titles.

“The Niblings” comes from Tove Jansson’s Moomin series: 

“Do you like educational games?” Hodgkins asked cautiously.
“I love them!” said the Nibling.
I sat down and didn’t know what to say.

— Tove Jannson, final chapter of Moominpappa’s Memoirs (1968, revision of The Exploits of Moominpappa, 1950), translated by Thomas Warburton, p. 147

Why this name for our group?

  1. Tove Jansson‘s Niblings love educational games and are, of course, often hungry. And we four children’s-lit bloggers have a comparably rapacious curiosity.
  2. It is the nature of blogs to take small bites of things. Niblings like to gnaw on things, too. (Niblings also chew off noses they think are too long. We vow not to do this.)
  3. “Niblings” is a term for nieces or nephews and thus offers an additional link to young readers.
  4. The word evokes other literary groups, such as the Inklings (C.S. Lewis, J.R.R. Tolkien, et al), as well as Fanny Burney’s 1779 play The Witlings (which satirizes the literary world).
  5. It’s slightly absurd, rather like Monty Python, Moxy FruvousBoing Boing (the blog), or A Fuse #8 Production (Betsy’s blog).

The NiblingsWe hope you enjoy our group. The cover image/logo was created by the great Megan Montague Cash and is © 2013 The Niblings (Betsy Bird, Julie Danielson, Travis Jonker, Philip Nel).

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Left to right: Sniff, Snufkin, Moominpappa, Moominmamma, Moomintroll, Mymble, Groke, Snork Maiden, Hattifatteners

In America, children generally do not grow up with Tove Jansson’s Moomins as part of their childhood. Why is this? In other parts of the world, the Moomins are well-known and loved. There have been several animated television series made in countries as different as Japan, Sweden, and even the Soviet Union. There’s an amusement park in Finland. There are picture books, chapter books, and a comic strip. And there’s every imaginable product, as I learned a few weeks ago at Helsinki airport’s Moomin Store.

Moomin figurines at Moomin Store, Helsinki airport

Karin and I talked about this last night, and here are a few thoughts why people (of any nationality) should read the books, and perhaps why they have not caught on as well in the States as they have in other countries.  Following that, a few basic facts about the series and their creator.

1) Fun and philosophical.  Like A. A. Milne and E.H. Shepherd’s Winnie the Pooh books, Jansson’s Moomin books feature visually appealing characters with a gently philosophical turn of mind.  Generally speaking, the Moomins look like a cross between Winnie-the-Pooh and a hippo (but a cuddly one).  They grapple with such questions as whether mother still loves us, finding one’s home and family in the face of natural disaster, how we mourn the dead, and whether there will be enough jam for the pancakes.  And, as the last item on my list indicates, Jansson tackles big ideas with a light touch.  The books are warm, funny, and generous of heart.

Moominmamma, Moominpappa, Moomintroll, Snork Maiden

2) The books are about community.  They’re about more than just the Moomin family; they’re about others who live in (or just happen to be passing through) Moominvalley. There are the members of the gently bohemian Moomin family: Moominmamma, Moominpappa, Moomintroll.  There’s the Snork Maiden, Moomintroll’s on-again/off-again girlfriend; her brother, the Snork; Snufkin, traveler, troubadour, and Moomintroll’s best friend; Little My, a strong-willed, mischievous, independent Mymble; and Sniff, a capitalist version of Piglet, and friend of Moomintroll’s.  There are also Thingumy and Bob, small creatures who speak in Spoonerisms; the Niblings, hungry creatures who enjoy educational games; and many more. Moomin fans will fault me for neglecting the Hemulens, Fillyjonk, Too-Ticky, the Hattifattners, the Groke, and so on.  But the point here is that the Moomins are the glue that hold the community together.

3) The Moomins want to live life on their own terms — though not at the expense of others.  They’re individuals, but not selfish.  Community is important, but so is pursuing one’s own dreams.  On a related note, I also love the fact that they hibernate during the long, cold Scandinavian winters — a fact which motivates the plot for Moominland Midwinter (1958). One winter, Moomintroll wakes up, and decides that he wants to experience the season.

Moomintroll in Tove Jansson's Moominland Midwinter

4) Where to start? If you haven’t read the Moomin stories, you need to. But where do you begin?  In English translation, there are 9 chapter books, 3 picture books, and 6 volumes (and counting) of the Moomin comic strip.  I recommend starting with Finn Family Moomintroll (first published in the US as The Happy Moomins, 1952) or Moominsummer Madness (1955).  Though not the first two books in the series, they offer the strongest introduction.  Purists may want to start with Comet in Moominland (1951) or even The Moomins and the Great Flood, the very first book (though the last translated into English, probably because it omits most major characters).  As an alternate choice, Drawn & Quarterly’s beautiful collections of the Moomin comic strip offer a great introduction.  The strip can be a bit more topical and more surreal, but it also provides more of Jansson’s art, which is always a pleasure.

Tove Jansson, Finn Family Moomintroll (current edition)
Tove Jansson, Moominsummer Madness (current edition)

5) Wait. What are all the books, again?

The chapter books:

  1. The Moomins and the Great Flood (English translation, 2005).  Translation of Småtrollen och den stora översvämningen (1945).
  2. Comet in Moominland (1951).  Translation of Kometjakten (1946).
  3. Finn Family Moomintroll (1952).  Translation of Trollkarlens hatt (1948).
  4. Moominsummer Madness (1955).  Translation of Farlig Midsommar (1954).
  5. Moominland Midwinter (1958).  Translation of Trollvinter (1957).
  6. Moominpappa’s Memoirs (1969).  Translation of Muminpappans memoarer (1968), itself a revision of Muminpappans Bravader Skrivna av Honom Själv (1950), which first appeared in English as The Exploits of Moominpappa (1966).  In order of initial publication, this ought to go earlier, I know.  I put it here because it offers a history of the parents’ generation, and that’s more meaningful if you already know the stories of the younger generation (Moomintroll et al).
  7. Tales from Moominvalley (1963).  Translation of Det osynliga barnet (1962).  Short stories.
  8. Moominpappa at Sea (1966).  Translation of Pappan och havet (1965).  A book about loneliness and displacement, in which the usually reliable Moominmamma begins to come unraveled.
  9. Moominvalley in November (1971). Translation of Sent i november (1971).  A Moomin book without Moomins: the other characters arrive at the Moomins’ house and figure out how to cope without them.

These last two Moomin chapter books are darker, more existential.  I would not recommend starting with these.

Tove Jansson, The Book About Moomin, Mymble, and Little My (translated by Sophie Hannah, 2009)The picture books:

There are actually five, but only three have been translated into English.

  1. The Book About Moomin, Mymble and Little My. I recommend the new translation by Sophie Hannah (2009).  First published as Hur gick det sen? (1952), which actually means What happens next?  The most visually & technically innovative of Jansson’s picture books.
  2. Who Will Comfort Toffle? Sophie Hannah’s translation (2003) is again great.  First published as Vem ska trösta knyttet (1960).
  3. The Dangerous Journey.  Another fine translation by Sophie Hannah (2010).  First published as Den farliga resan (1977).

The comics: Drawn & Quarterly have been republishing these, which were started by Tove and later taken over by her brother Lars.  (By volume 6, it’s all Lars.)

6) What language were they published in, originally?

Though Tove Jansson (1914-2001) was Finnish, she was part of that nation’s Swedish-speaking minority.  She wrote the books in Swedish. The books have been published in all major languages.

7) What are “Moomins” called in Finnish?


8) And in Swedish?


Tove Jansson, in 19569) How do you pronounce Tove Jansson?

“Toe-vuh Yon-sun,” with the accent on the first syllable in each word.  For many years, I pronounced her first name as if it rhymed with “stove,” and her surname as if the “J” were hard.  Then, I heard her niece, Sophia Jansson — who, as readers of Tove Jansson’s The Summer Book know, was very close to her aunt — talk about the Moomins and Tove.  And I realized how wrong I was.  So, to say it correctly, think Swedish and say “Toe-vuh Yon-sun.”

10) Where can I learn more?




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