Sarah’s Silks has partnered with Moomin to introduce a new collection of open-ended play products inspired by the classic characters.
The collaboration combines Sarah’s Silks’ signature Playsilks and imaginative play formats with the world created by Tove Jansson, emphasizing storytelling, creativity, and child-led exploration. The partnership was brokered by King Features, a unit of Hearst.
“Moomin feels like a natural fit for Sarah’s Silks,” shares 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 align beautifully with how we think about open-ended play.”
The collection is designed to align with shared brand values centered on emotional intelligence, nature-based themes, and open-ended play, appealing to educators and families, including those influenced by Waldorf learning principles.
“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.”
Moomin, first introduced in 1945, remains a globally recognized property with publishing, television, and licensing extensions spanning more than 60 languages and more than 800 licensees worldwide. The collaboration marks a continued expansion of the brand’s presence in the North American specialty toy market.
Available now, the Sarah’s Silks X Moomin line extends the Moomin universe into tactile play, reinforcing demand for products that combine narrative-driven engagement with sustainable materials and design.
Learn more at sarahssilks.com.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
