I’m interested on others’ thoughts on this. I got into Moomin after Finnish family started gifting me mugs, and I now have a sizable collection. To me as a foreigner, the mugs were my gateway to the actual books. Is your experience that the children around you are getting burnt out on Moomin before they’re old enough for the books?
I’m in the US, and they opened a US based online shop this year. They were also doing a big Barnes and Noble push around summer, but when I visited most recently all the moomin stuff had been moved out of a prime location and been heavily discounted.