Will Moomins be the next kids’ icon young adults obsess over? YPulse’s Kidulting trend report shows young adults have been fueling the “kidulting” trend for a while now—so much so that it’s really become the norm. And while Labubu dolls have dominated kidult attention this past year, another contender is rising: the Moomins. Originally created in the 1940s by Finnish illustrator and author Tove Jansson, the Moomins are a family of hippo-like creatures who live in a peaceful valley and star in a series of books, comics, and animated shows. Known for their gentle life lessons, cozy aesthetic, and emotional storytelling, Moomins have long been loved characters in Europe and Japan. Now, thanks to TikTok buzz, a Brooklyn Public Library exhibit honoring Jansson, and a wave of brand collaborations, Gen Z in America can’t get enough of these characters, either. (NYT)
👀 Read more from YPulse: Gen Z’s Labubu Obsession on The Viral List
