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Moomin Characters continues to raise funds for Oxfam

Special edition of The Invisible Child helps to raise £1m for Oxfam’s projects supporting women and girls around the world.

Moomin Characters is continuing to raise funds for Oxfam, with a special edition of The Invisible Child – featuring two short stories from the Tales of Moominvalley collection – helping to raise £1 million for the charity’s projects supporting women and girls around the world.

The Bookseller reported that more than 60,000 copies of the book were sold by Waterstones and Oxfam stores across the UK, according to Moomin Characters.

At least £4 from each sale was donated to the charity.

The special edition was also available at the dedicated Moomin shops in London and Finland, as well as on

The Invisible Child was originally launched back in September 2017, meaning it has reached the £1 million milestone in just over three years.

In addition to the book, Oxfam has also been selling a range of Moomin products including stationery, tote bags, kitchenware and other Moomin books. Partners including Macmillan Children’s Books and Finnish brands Fiskars and Finlayson have also supported the campaign, contributing a proportion of sales from Moomin products.

“We are delighted to have been able to use Tove Jansson’s moving short story to raise such a wonderful sum for Oxfam, and to highlight the importance of ensuring all women and girls have a voice,” said Roleff Kråkström, md of Moomin Characters. “In The Invisible Child, a little girl who has become invisible because of mistreatment slowly becomes herself again after being shown kindness from the Moomin family.

“We hope that many women and girls around the world will be able to do the same with the help of the Oxfam initiatives this fundraising supports. We owe an enormous thank-you to our partners, most importantly Waterstones and Sort Of Books, who have been so generous, and without whom we would not have been able to achieve this incredible result.”

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