The Invisible Child campaign

Moomin and Oxfam


Last year Moomins Characters and Oxfam joined forces in a special campaign to empower women and girls around the world. Supported by a unique set of partners, including Waterstones, Sort of Books, Gemma Cairney, and Bill Nighy, the campaign has so far raised over £300,000.

The partnership centres around The Invisible Child, a short story by Moomin creator Tove Jansson, which sees Ninny, a little girl who has turned invisible after being badly treated, gradually reappear and regain her voice in the world - a right millions of women around the world are still denied.

Published as a standalone title for the first time, the book sold over 40,000 copies through Waterstones, Moomin and Oxfam shops (becoming a Waterstones bestseller and needing to be reprinted just three days after launch). A range of additional products were also created to support the campaign, including a tote bag, tea towel and special Moomin edition of the Oxfam Unwrapped gift range.

As well as raising vital funds, the partnership enabled Moomin Characters to reinforce the values of equality, compassion and kindness at the heart of its brand and Oxfam to engage new audiences in its work to empower women and girls living in poverty.

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