13 October 2025

Underbara Barn Fair 2025 Featured Moomin, Pippi, Vera & Ville and more!

From October 10–12, the Underbara Barn Fair took place in Stockholm, Sweden — bringing together families, expectant parents, and children for a weekend full of joy and inspiration.

A Celebration for the Whole Family

Founded in 2003, Underbara Barn is Sweden’s largest fair dedicated to families with children and parents-to-be. With over 70 inspiring exhibitors, the event offers everything from fun-filled activities and creative workshops to insightful lectures and stage shows.

In 2023, Jansen Kids Group became part of the Nordic Family Group, marking a new era for family events in the Nordics. The merger combined two of the region’s strongest meeting places for families, with Nordic Family Group now standing as the largest media house for expectant and new parents in the Nordic countries.

Highlights from This Year’s Fair

This year’s edition was truly special, featuring the largest Pippi Longstocking Birthday Party ever — celebrating Pippi’s 80th anniversary in grand style! Families also got to enjoy:

Meet & Greets with beloved characters like Moomin & Little My, and Vera & Ville.
Shows on the main stage with fan favourites Pippi Longstocking, Maxi & Helium. The Moomin world from Finland also had its own stand and show.
A cozy reading corner with stories from Moominvalley
Hands-on arts and crafts, activity zones, and even a Pippi hobby horse race

Influencer Breakfast

Karolina Arenhäll Wersäll from The Astrid Lindgren Company on stage.

The fair kicked off with an influencer breakfast hosted by Penny Parnevik on Friday morning. Guests were greeted by Karolina Arenhäll Wersäll, Head of Brand & Marketing at The Astrid Lindgren Company, who talked about the Pippi 80th anniversary. They were also gifted a special goodie bag filled with Pippi and Moomin products.

vera and ville — All photos and video: © Petter Persson.

vera, ville, katarina ekstedt — Katarina Ekstedt with Vera & Ville.

Another highlight was the appearance of Vera & Ville, the much-loved characters who recently surpassed 350,000 copies sold in Sweden. Their meet and greet was a hit among children and parents alike, and author Katarina Ekstedt also attended the event.