Moomin store owner hoping to open Moomin cafe in London

Moomin' on up: Magnus Englund plans to open a themed café next year
Nigel Howard

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 Camden Market 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 £700 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. “The Moomins have lasted such a long time because they resonate with adults. If you go to the original eight books and read them as an adult they make sense and have another level,” he said.

“They have dark elements. Children’s characters can be cute and cuddly but you have this ‘Scandi noir’ element to the Moomins — even though they are also very warm. It’d be quite easy to start a Moomin cafe here, so we think that will be a step two for us next year. In Japan they have staff in Moomin costumes, so you can have a coffee with a live Moomin. We would absolutely do that.”

His store in Camden’s Stables Market has books, jewellery and toys.

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