Newspaper article The Evening Standard (London, England)

Oh My, Said Moomintroll, I've Got to Serve a Decaf Latte to Londoners

Newspaper article The Evening Standard (London, England)

Oh My, Said Moomintroll, I've Got to Serve a Decaf Latte to Londoners

Article excerpt

Byline: Naomi Ackerman

A CAFE where customers will be served by the Moomins could open in the capital.

As the popularity of the friendly white fairytale creatures continues to soar, Magnus Englund, who opened the capital's second Moomin store in Covent Garden in December, said he intended to launch the venue next year. It will feature kitchenwear and decor inspired by Tove Jansson's magical world, and workers dressed as characters like Moomintroll, Moominmamma, the Snorkmaiden and the Hemulen.

The comic strips and books, first published in 1945, have inspired films, hit TV shows and a theme park in Finland. The brand's merchandising has a PS700 million annual global turnover.

An animated Moominvalley television series starring Kate Winslet, Rosamund Pike and Taron Egerton is set for release on Sky One next spring. Dulwich Picture Gallery recently held an exhibition of works by Finnish creator Jansson.

Mr Englund, 50, who co-founded design outlet Skandium, argued that Moominmania was growing further due to the interest in all things Scandinavian even "Scandi noir" TV crime dramas. …

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