Moomin Characters Oy Ltd’s retail arm makes a strategic investment to Euroeat Oy


Euroeat Oy announced today that it has come to an agreement with Moomin Characters Oy Ltd, whereby Moomin Characters will become a minority shareholder in Euroeat Oy through its 100% owned subsidiary, All Things Commerce Helsinki Oy (ATC). Euroeat is the exclusive e-commerce partner of Moomin Characters in mainland China, and this investment further strengthens the strategic cooperation between the companies.

“The Chinese market is of strategic importance for us and a strong e-commerce presence is a prerequisite for success there. The cooperation between our companies has so far been very solid and with this investment we want to further strengthen the cooperation to ensure Euroeat will have the resources needed to grow the Moomin online business in China according to our plans. This investment is also a logical continuation from the credit line agreed on last spring between ATC and Euroeat” said Jonas Forth CEO of All Things Commerce Helsinki Oy.

“Moomin Characters has been a strategic customer and partner for Euroeat already for the past two years, and the Moomin e-commerce business has been growing fast. We are extremely happy for the trust Moomin Characters has shown towards Euroeat and with this investment we will be able to take the necessary steps in the Chinese marketplace to keep delivering the required results”, said Heikki Lassila, CEO of Euroeat Oy.


Moomin Characters

Moomin Characters Oy Ltd is the official copyright holder of all the Moomin characters. All characters from Moominvalley are trademark registered worldwide. The Moomins are central characters in a series of books and comic strips written by Finnish-Swedish writer and artist Tove Jansson between 1945 and 1980. They are one of Finland’s biggest exports and have a global fan base.

The company was founded in the 1950’s by Tove Jansson (1914-2001) and her brother Lars Jansson to take care of the copyright of the Moomins and is still run by family members. Rights and Brands is the worldwide licensing agent of the company.

Find out more about Tove Jansson and the Moomins here:



Euroeat Ltd is an e-commerce company operating its e-commerce business through a fully foreign-owned entity in PR China. Euroeat makes importing goods to Chinese consumer market fast and easy. Euroeat was originally registered in Finland in 2015.

Euroeat has online stores on WeChat, Taobao,, Pinduoduo and Tmall platforms.Euroeat can also create and run online stores for its customer brands.

Find out more about Euroeat:

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