30 million books sold worldwide
Official SoMe followers: ~659k on Instagram, ~396k on Facebook (official accounts only)
Fan traffic (annual): Moomin World ~140k ; Moomin Museum Tampere 80–100k ; major exhibitions in Japan >450k guests
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93% Of all Danes, the Moomins are the most well-known -
9% Of all households in Denmark have a Moomin mug -
24% Of all Danes wanting to buy a Moomin product -
35% Of all Danes have been in contact with a Moomin product in the last 12 months