The Moomin Shop

The Moomin Shop is the official Moomin store in London, trading from the first floor of the Market Building in Covent Garden. Everything it sells is inspired by Tove Jansson's Moomin characters and stories, and the shop's decor is based on her picture book The Book About Moomin, Mymble and Little My, so stepping inside feels like a visit to Moominvalley.

The shop is run by the official UK Moomin business and stocks the licensed range rather than generic character goods. Its calling card is the regular meet and greet with Moomintroll, who appears in the shop throughout the year, with more frequent appearances in December and daily visits across the summer months, so families often plan a trip around him.

The Moomin shop London fans travel to

The range takes in novels, comics, picture books and audio books, homeware for kitchen, bathroom and bedroom, ceramic, enamel and melamine Moomin mugs, clothing for adults and children, bags, jewellery and socks, games, baby items and plush toys. Stationery, posters, stickers, tea and sweet treats, key rings, magnets, pin badges and gift cards fill the smaller shelves, so the shop works for a modest souvenir as well as a bigger present.

What to expect on a visit

Normal hours run from 10am to 8pm Monday to Saturday and to 7pm on Sundays, with longer opening in July, August and December. Online purchases cannot be returned to the shop. It shares the upper floor of the Market Building with Benjamin Pollock's Toyshop, and both sit at the heart of the gift shops of Covent Garden, a minute from the piazza performers below.