Moomin Wimmin

On Tuesday, Oxfam announced the launch of a new campaign, "The Invisible Child"

The world's favourite fictional Finnish family, The Moomins, represented by Moomin Characters Ltd, and Oxfam have formed a new partnership to help women and girls around the world fight inequality and escape poverty for good. Since the majority of people living in poverty are women, the rights of women and girls are at the heart of the charity's work.  Long-held prejudices often mean that they are denied basic rights like education, a fair wage or decent working conditions. Women and girls are also often the worst affected when emergencies strike. But Oxfam knows that the skills, determination and ingenuity of women will win through, and by supporting them poverty can be overcome. 

This partnership centres around The Invisible Child, a short story by Moomin creator Tove Jansson, which will be available to buy from Waterstones, the Moomin Shop Covent Garden and Oxfam shops, with at least £4 from each sale being donated to Oxfam's women's projects worldwide. 

Published as a standalone title for the first time, The Invisible Child is about a little girl who turns invisible after being badly treated by the woman supposedly caring for her. She is given a place to stay at the Moominhouse and, when shown warmth, kindness and respect by the Moomin family, she gradually reappears and regains her place in the world - a right that every woman and girl should have.

Sophia Jansson, niece of Tove Jansson and creative director of Moomin Characters, said: "Tove was a strong and independent woman who lived life the way she wanted to - unlimited by ideas about how a woman should behave or what her role should be - which isn't too surprising considering where she grew up. Finland has always been a leader in women's rights, and was the first European country to give women the vote in 1906. However, not everyone is this fortunate, and I'm sure that Tove would be very glad that her stories are going to help women all across the world escape poverty and find their voices." Sophia visited Rwanda herself, to see first hand the work which Oxfam us doing to empower women - enabling them to find education and employment.

Here's The invisible Child [I love the pink bow 'floating' in her invisible hair!!]

Oxfam's Director of Women's Rights & Gender Justice, Nikki van der Gaag, said: "The values woven into Tove Jansson's wonderful stories - justice, compassion, kindness - perfectly echo what Oxfam represents and fights for every day.  From empowering business ventures like beekeeping and fruit-growing, to rebuilding lives and homes after disaster strikes, we support amazing women all around the world. 

We believe that every woman and every girl deserves the right to be visible and have their voice heard, so we're very proud to partner with Moomin Characters to launch this inspiring Moomins' tale."

As well as the storybook, there will be a tote bag, handkerchief and teatowel in the range. I'm hoping for a hankie!

[Thank you, Liz, for alerting me to this one as soon as you heard about it - I expect Rosie will have her own copy of the book very shortly!]