moomin hero square 1080x1080

About the Moomins

The Moomin valley, created by beloved Finnish author Tove Jansson, is full of excitement and wonders!

The Moomin stories celebrate freedom, courage, tolerance, and the spirit of adventure, as well as taking responsibility for our families and neighbors. Reima is proud to sign up to these values, which inspired the design of the Reima Moomin wear collection. Just like Tove Jansson’s magical Moomin stories, the patterns and colors of Reima Moomin clothes evoke stormy adventures and pleasant picnics – always with friends. To learn more about the Moomin’s, click here .

The Moomins have many adventures with their various friends that you can meet below.

Shop All Moomin Products

Meet the characters of Moominvalley

moomintroll 1-square


He’s an agreeable fellow who’s interested in everything he sees. The world is full of exciting things to investigate, but Moomin particularly loves collecting rocks and shells. He also loves the sea, as does the entire Moomin family.


Moominmamma is no ordinary mother; she is the one the rest of the family or their friends could not really cop without, though of course they never say it. She is always warm and welcoming. She is also calm and collected and never lets little things get on her nerves. She ensures the Moominhouse is always a safe and loving place – for both her family and any visitors that might be staying at Moominhouse or just merely passing by.

moominmamma 10 square
moominpappa 1 square


Moominpappa is boyish and adventurous, yet proud of being the head of the family. He enjoys philosophical thinking and always wants to be on the scene whenever something surprising happens in Moominvalley. Moominpappa considers himself to be very knowledgeable and an expert in many fields. He is always willing to offer others good advice.


Snorkmaiden is Moomin’s friend and playmate. They like each other a lot and love spending time together. Snorkmaiden is happy and energetic, although her habit of suddenly changing her mind can sometimes be taxing.

snorkmaiden 1 square
sniff 10 square


Sniff is not a Moomin, but he lives in the Moominhouse just like Little My. Although h’s eager to join in with whatever the Moomins are up to, he’s too timid to do anything dangerous. However, he loves precious stones and always has an idea of how to get rich quick. He’s very good-natured though sometimes a little cowardly.

Little My

Little My (pronounced Little Moo) lives with the Moomins in the Moominhouse. She is brave and fearless and is eager to join the Moomins on their adventures. Sometimes she really seems to love small catastrophes.

little-my 10 square
snufkin-12 square


Snufkin is a philosophical vagabond who wanders the world fishing and playing the harmonica. He carries everything he needs in his backpack, as he believes that having too much stuff makes life overly complicated.


Too-Ticky is a dear friend of the Moomin family. She knows how to solve all sorts of problems in a sensible and practical way, which is why she is perceived as very wise.

tooticky-1 square
mymble 2 square


Mymble (pronounced Moom-ble) is Little My’s sister and Snufkin’s half-sister. She is a helpful big sister, and soon takes responsibility for looking after her younger siblings. Mymble’s mother is also called Mymble, which is pretty confusing.


Stinky is Moominvalley’s ugly but convincing villain. The Moomin family is in contact with him now and then and actually take a little pride in being friends with a real villain.

stinky-1 square
the-groke 3 square

The Groke

The Groke is the terror of everyone in Moominvalley. She is so cold that frost appears on the ground where she soundlessly shuffles along. The Moomin family are quite frightened of her but eventually begin to understand that the Groke does not only mean to scare others but is also lonely herself. She might even crave company.

The Hemulens

The Hemulens that live in Moominvalley are often avid collectors of various things. They too believe in order and are therefore also suited to be the policemen of the valley. Hemulens are in general quite bad at listening to the opinions of others and really lack a sense of humor.

the-hemulen-1 square
fillyjonk 1 square


Order and strict principals are vital to Mrs. Fillyjonk. She doesn’t want her children to learn bad habits and gets worried if they play too boisterously. Mrs. Fillyjonk wants her rules and principles to be obeyed to the letter. Even the smallest misfortunes depress her and she can easily lose her temper. Although Mrs. Fillyjonk is dutiful to the point of tedium, deep inside she is perhaps a little jealous of how carefree the Moomin family is.

Reima + Moomin

Moomins have a special place in Finnish hearts, including our own. As every story contains a grain of truth, we believe that at its best, a Nordic childhood is like living in Moominvalley, exploring one’s surroundings with boundless curiosity. Both Reima and Moomins share the same values and we highly admire Tove Jansson’s artwork. Together with Moomins we are taking the very best Finnishness to the international markets.

Reima x Moomin square