14 November 2025

Moomins Take Over the Fairytale Window Displays at Stockmann

This year’s fairytale window displays at the Stockmann department store in Helsinki feature a winter day in Moominvalley. The window reminds passersby of how the holiday season can also be a challenging time for some, with the Groke embodying the feelings of loneliness.

The display window in the largest department store in the Nordic countries is a notable and memorable sight to Helsinki city dwellers, and seeing the fairytale windows is a beloved holiday tradition for many Finns. This year’s window celebrates the 80th anniversary of the Moomin stories and tells the story of a winter when the Moomin family unexpectedly wakes up in the middle of their hibernation.

The collaboration between Stockmann and Moomin began already in 1956 when Tove Jansson designed a popular Moomin-themed Easter display window for the department store as part of a broader campaign.

The Groke as a symbol of a lonely holiday season

The fairytale window shows Moominvalley in winter. The Moomin family is awakened by the howling of the lonely Groke and decides to throw a party to which everyone is invited. Moomintroll personally delivers the invitation to the Groke.

In Tove Jansson’s books, the Groke is described as the embodiment of loneliness – a growling, solitary creature who spreads fear and coldness wherever she goes. Although many of the inhabitants of Moominvalley fear the Groke, Moomintroll learns to understand her – even the Groke needs light and warmth in her life.

“This year’s fairytale window reminds us that Christmas is not just a time for celebration and togetherness for everyone. The beloved fairytale window takes us to this theme in a Moominous, gentle way and once again brings city dwellers of all ages together in a traditional Christmas meeting place. We believe that this warm-hearted window display will appeal to everyone who stops to look at it,” says Maiju Niskanen, Brand and Assortment Director at Stockmann.

“In the Moomin stories, the Groke is a symbol of loneliness. In the story written for Stockmann’s fairytale window, she is invited to join the Moomin family’s celebrations, which hopefully reminds us to be more mindful of those who feel lonely during the holiday season. In the spirit of Moominvalley: the most important thing is to be mindful of others and do kind deeds,” says James Zambra, Creative Director at Moomin Characters.

Music and a new Moomin story

The music for the fairytale window is composed by Lauri Porra, who earlier this year released the album Seasons in Moominvalley. The fairytale windows were designed in collaboration between Stockmann, James Zambra and his team, as well as Stockholm-based creative agency RAY Atelier.

While admiring the window, viewers can also listen to a new Moomin story specifically written for this occasion, read the new story on moomin.com.

A giant Groke character made its debut at the opening

The opening of Stockmann’s fairytale window display featured something very special: a two-and-a-half-meter-tall Groke character that had previously only been seen in Japan. Groke will also make an appearance at the Opening of the Christmas Street in Helsinki on November 22nd

The fairytale window can be admired until January 6, 2026. A Moomin-themed quest will also delight department store visitors from November 1 until the end of the year.