Two Finnair A350s got a Moomin makeover for the centenary year

As we celebrated Finnair’s 100th birthday in 2023, we brought along two of the most enduring and recognisable Finnish characters of all time: Moomintroll and Snorkmaiden. The pair shared a hug on the bodies of two A350s (registrations OH-LWP and OH-LWO) decorated with our Finnair 100 livery. The aircraft flew our long-haul routes through 2023, and the Moomin liveries were removed after the centenary year.

The first time Moomin characters were pictured on our aircraft was in the 1990s. Since then, we’ve run various Moomin campaigns, giving our customers soft toys, in-flight activity sets, and other merchandise.

“The Moomin brand presents travellers with a warm welcome to Finland,” says Roleff Kråkström, CEO of Moomin Characters. “People have come to know the characters through our books and animations, associating Moomin with the timeless values of tolerance, acceptance and friendship.”

From Finland to the world

The original Moomin books were written and illustrated between 1945 and 1980 by Finnish author and artist Tove Jansson. Set in the imaginary Moominvalley, the stories feature a cast of contrasting characters who go on adventures and overcome challenges together. Moomintroll is depicted as kind, caring and curious, while Snorkmaiden is a creative and excitable dreamer whose imagination comes in handy on adventures.

Translated into more than 55 languages, the stories have found a following around the world. Moomins have featured in comic strips, television animations, theatre productions, and even an opera. There are also several Moomin video games. All this has driven a merchandising business valued at more than one billion US dollars annually, 40% of which comes from a country Finnair holds near and dear: Japan.

“Moomins first appeared on Japanese TV in the 1960s when there was only one channel, so tens of millions of people got to know the characters this way,” Roleff explains. “Today there is even a Moomin theme park in Japan and the country continues to be one of our most important markets."

Finnair 100 – Bringing us together since 1923

The Moomin livery was one of many experiences we shared with customers during our centenary year 2023, under the banner ‘Bringing us together since 1923’. In addition to appearing next to the Moomins on our A350s, the slogan was also painted on three other Finnair aircraft.

We’re proud that Finnair is one of the world’s oldest airlines, enriching people’s lives by connecting Finland to the world and the world to Finland. Throughout the centenary year, we told many of the stories that brought us to where we are today, including personal recollections from memorable flights and important milestones in our history.