Sarah’s Silks Introduces New Moomin Collaboration Celebrating Imaginative Play

Sarah’s Silks, a special toy company built on imaginative play, has announced it has released a new line featuring the iconic Moomin characters.  Blending the world of Moomin with Sarah’s Silks signature Playsilks and open-ended toys, this set brings together two heritage brands rooted in storytelling, nature, and imagination. This partnership was brokered by Moomin Character’s U.S. agent, King Features, a unit of Hearst and home to some of the world’s most beloved entertainment characters.

Inspired by Moomin, the collaboration emphasizes emotional intelligence, creativity, and child-led play, values shared by educators, parents, and Waldorf-inspired communities around the world.

“Moomin feels like a natural fit for Sarah’s Silks,” says Sarah Lee, founder of Sarah’s Silks. “Tove Jansson’s stories celebrate imagination, emotional depth, and a deep respect for childhood as a sacred space. That philosophy has guided our work for over 30 years, and Moomin’s gentle wisdom, love of nature, and acceptance of all feelings aligns beautifully with how we think about open-ended play.”

The Sarah’s Silks and Moomin partnership celebrates the enduring power of stories, softness, and imagination inviting a new generation of children to play, dream, and feel deeply.

“This partnership represents more than a new product line. It organically invites children into the world of Moomin,”  says Christina Nix-Lynch, Senior Director of Licensing, King Features. “This new collaboration with Sarah’s Silks allows families to bring the magic of Moominvalley home, and we are thrilled to see the characters leap off the page in a new way.”  

First debuted in 1945, Moomin has an extensive global fan base and is quickly gaining popularity in North America. The classic publishing property consists of a beautiful library of charmingly illustrated editions that celebrate friendship, love, kindness, adventure, courage, tolerance, equality, freedom, individuality and respect for nature. Through a series of books, picture books, and comics, Jansson detailed the adventures of Moomintroll, Snufkin, Little My, and a host of other whimsical characters. Her works have been translated into more than 60 languages, while the Moomins themselves have become a global cultural phenomenon, inspiring TV shows and films, theme parks in Japan and Finland, over 35 shops and cafés, a social media following of 4.5 million, and a global licensing program with over 800 licensees.