Playfulness knows no age – Oddlygood® and Moomin® celebrate being yourself
From the end of August 2025, the Oddlygood® Soygurt range will get a magical new look as unexpected Moomin character pairings take over our packaging. Together with Moomin Characters, we want to spark joy and encourage everyone to live life their own way – no matter your age, background, diet, or outlook on life.
“Oddlygood® and Moomin® share much more than Finnish roots – we share the same values: playfulness brings joy to life, diversity is a strength, and everyone is welcome just as they are,” says Tyrsky Ylppö, Head of Marketing at Oddlygood. “In Moominvalley, everyone can be themselves, and the same goes for Oddlygood® products – they’re for friends of all kinds: young and old, flexitarians, the curious, and vegans alike.”
Why playfulness matters – even for adults
Play isn’t just for children. According to toy and play researcher Katriina Heljakka from the University of Turku, playfulness supports wellbeing at any age, even if many adults don’t recognise their own playful activities as play.
“Play is essential for learning, creativity, and innovation – even for adults,” Heljakka explains. “It brings joy, excitement, adventures, and answers to those ‘what if?’ questions. For grown-ups, it can show up in hobbies, fandoms, or shared moments of silliness.”
Roleff Kråkström, CEO of Moomin Characters Ltd, adds:
“In the everyday life of the Moomins, playfulness and inclusion are at the heart of everything. We could all take a page from their book: in Moominvalley, everyone is free to be themselves, imagination is a superpower, and play is a natural part of life. The courage to express yourself and the ability to dive into the moment are skills that every adult can benefit from.”
As part of the launch, Oddlygood and Moomin Characters are hosting a playful Adults’ Afternoon Club – an imaginative PR event where grown-ups can leave their serious faces at the door and embrace creativity, laughter, and carefree fun. The Afternoon Club combines laughter, games, and relaxing moments with delicious plant-based Oddlygood® snacks.
Moomin characters in your fridge
Our new Oddlygood® Soygurt [link to the product site:https://www.oddlygood.com/our-products/] packaging brings the spirit of Moominvalley straight to your fridge – with a twist. Iconic Moomin characters will appear in surprising friend combinations, like calm and thoughtful Moominpappa alongside the bold and fiery Little My, or the curious Moomintroll paired with the enthusiastic Sniff. These duos are here to remind us that differences make friendships richer. This collaboration is more than a design refresh – it’s an invitation to embrace joy, celebrate differences, and let your playful side shine, no matter your age.
Join the adventure
Oddlygood® Soygurt products are the only soy-based gurts made in Finland. They’re fully plant-based, a good source of protein, and come in five delicious flavours: Natural, Lemon, Vanilla, Strawberry and Peach-Raspberry. Whether you’re a lifelong Moomin fan, a plant-based pioneer, or just someone looking for something tasty and different, we can’t wait for you to try our Moomin-inspired range. Because when flavour meets imagination, wonderful things happen – in Moominvalley, and at your table.
Learn more about the collaboration and follow us on Social Media:
Instagram: https://www.instagram.com/oddlygood/?hl=en
TikTok: https://www.tiktok.com/@oddlygood
LinkedIn: https://www.linkedin.com/company/80404854/admin/dashboard/