Samsung brings the world of the Moomins to Art TVs
Samsung Electronics has announced a new global collaboration between the Samsung Art Store and the beloved Moomins franchise, introducing an exclusive digital art collection for Samsung Art TVs worldwide. The collection features 60 artworks created by Finnish author and illustrator Tove Jansson and is designed to bring the world of Moominvalley into homes through Samsung’s connected television ecosystem.
Original Moomin illustrations
The new collection includes original Moomin illustrations spanning several decades, from black-and-white artwork featured in the original novels of the 1940s to watercolor paintings and book-cover illustrations. Samsung said the collaboration combines both classic and contemporary interpretations of the Moomin universe, allowing users to experience the artistic legacy of the franchise through digital displays.
Internationally recognized cultural phenomenon
The Moomins, first introduced in 1945, have become an internationally recognized cultural phenomenon through books, comics, television series, films, games, and design collaborations. The stories are known for themes centered on friendship, optimism, emotional honesty, and humanity’s relationship with nature. According to Samsung, the partnership reflects growing consumer interest in making home spaces more personal and expressive through art and entertainment.
Broader strategy to expand the content
Samsung executives described the collaboration as part of the company’s broader strategy to expand the content available through Samsung Art Store. Heeyeong Ahn, Vice President of Samsung’s Visual Display Business, said the collection is intended to bring the atmosphere and emotional warmth of the Moomin stories into people’s homes through immersive digital art experiences.
Global appeal
Representatives from Moomin Characters Oy Ltd. also emphasized the enduring global appeal of the Moomin stories. James Zambra, Creative Director at the company, said the stories continue to resonate with audiences because of their themes of kindness, curiosity, and meaning in everyday life.
The collection became globally available on Samsung Art Store beginning May 18, 2026. Samsung noted that its Art Store platform is now supported on select 2026 OLED television models in addition to the company’s Frame TVs, further expanding access to digital art collections.