Brand page · Decor · Finland
Moomin: 353k visits a month, 53 active Meta ads, Gravity score 646.
Moomin — Moomin Characters is a Finnish art and licensing business that manages the Moomin characters created by Tove Jansson, working with organizations to create Moomin products, services, events and exhibitions while staying true to the original vision. In September 2026 moomin.com drew an estimated 353k visits, down 12% on the month before. It ranks #72 of 42,373 Decor brands in Finland.
Updated Traffic Sept 2026Meta ads 8 Oct 2026Google ads 20 Oct 2026Trustpilot Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 5 peers: Decor brands in Finland with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Moomin Characters is a Finnish art and licensing business that manages the Moomin characters created by Tove Jansson, working with organizations to create Moomin products, services, events and exhibitions while staying true to the original vision.
01 · Traffic
How much traffic Moomin gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Moomin drew an estimated 353k visits in September 2026, down 12% on the month before and up 15% over three months.
- Worldwide#32,865of 4.5m sites · Top 1%
- In United States#10,665of 1.2m sites · Top 1%
- Decor, worldwide#452of 185,686 brands · Top 1%
- Decor, United States#72of 42,373 brands · Top 1%
353k
estimated visits in September
1 mo ▼ −12.5%4 mo ▲ +14.9%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Moomin.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Moomin holds 4.1 out of 5 on Trustpilot over 5 reviews: 20% of customers give five stars and 40% one star.
Home & Garden
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Moomin sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Gravity by Benchr has not read Moomin's catalogue yet.
Data not available
Data not available
Share of the catalogue by product family.
The dominant category places Moomin in its comparison group.
- Average rating
- Data not available
- Rated products
- Data not available
- In stock
- Data not available
- Upper price quartile
- Data not available
- Currency
- Data not available
04 · Ads
What Moomin is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Moomin runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, and has advertised on Google since April 2023 (image, text, video).
Moomin Shop Haparanda Opening partyMoomin6 Oct 2026image
Moomin x Skultuna Mummipappa FigurMoomin5 Oct 2026image
MoominMoomin2 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Image ad20 Oct 2026Moomin Characters Oy Ltdverified
Text ad20 Oct 2026Moomin Characters Oy Ltdverified
Text ad20 Oct 2026Moomin Characters Oy Ltdverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Moomin.
The creators who tag @moominofficial on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @moominofficial on Instagram, led by Visit Tampere (53.9k followers, 3.2% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| VVisit Tampere@visittampereofficial · 🇫🇮 FI | Travel tourism exploration Creator | 53.9k | 3.2% | 5 | Tagged @moominofficial |
06 · Competitors according to Gravity
Who Moomin competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Moomin among Decor brands in Finland. The closest is Moomin Arabia, then Studio Heartbreak, The Astrid Lindgren Company, carlsen.de, Penguin Random House, Penguin Books New Zealand.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Moomin Arabiamoominarabia.com | |||||||
| Studio Heartbreakstudioheartbreak.com | |||||||
| The Astrid Lindgren Companyastridlindgren.com | |||||||
| carlsen.decarlsen.de | |||||||
| Penguin Random Housepenguinrandomhouseretail.com | |||||||
| Penguin Books New Zealandpenguin.co.nz |
07 · Company
The company behind Moomin.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Moomin is a company based in Finland, founded in 2013 according to LinkedIn, on a domain registered in September 2003. It employs about 57 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇫🇮 Finland
- Founded
- 2013, per LinkedIn
- Domain registered
- 14 Sept 2003
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 57 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- moomin.com · Shopify
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Moomin
What people ask Google about Moomin.
9 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Moomin a legit company?
According to Gravity by Benchr, Moomin is a brand based in Finland: its website has existed since September 2003, its Trustpilot profile is claimed by the brand, it sells on a Shopify store, it employs 57 people on LinkedIn, it has 1,090,383 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What is Moomin?
Moomin Characters is a Finnish art and licensing business that manages the Moomin characters created by Tove Jansson, working with organizations to create Moomin products, services, events and exhibitions while staying true to the original vision. Gravity by Benchr classifies it under Decor. Source: Gravity by Benchr product classification.
Does Moomin have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Moomin advertises on Facebook and Instagram and on Google, where its offers often run. Check moomin.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where can I buy Moomin?
Moomin sells on its own website, moomin.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind Moomin?
Gravity by Benchr records a company based in Finland, founded in 2013 according to LinkedIn, on a domain registered in 2003, with 57 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Moomin growing?
Yes. Gravity by Benchr estimates about 353,300 visits to moomin.com in September 2026, down 12% in a month and up 15% over three months. Moomin ranks #72 of 42,373 Decor brands in Finland in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Moomin use?
Gravity by Benchr identifies moomin.com as a Shopify store (standard plan, not Shopify Plus). The brand has claimed its Trustpilot profile. It advertises through Meta and on Google since April 2023. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does Moomin spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Moomin on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Decor brands in Finland?
Among Decor brands in Finland in the Gravity by Benchr index, Moomin ranks #72 of 42,373 by estimated traffic. Its closest competitors on the same market are Moomin Arabia, Studio Heartbreak, The Astrid Lindgren Company, carlsen.de and Penguin Random House. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Moomin.