This Moomin mug is only available online or at selected shops. I bought this from Helsinki Airport.
The motive is based on Tove Jansson's children story book and is named "Hurraa!" (it is Finnish and means "Woohoo!" or "Yippee!"). The mug is related to World Design Capital Helsinki 2012 -year, and is sold only during the year 2012.
My hunch is that this mug will have some real value in the future! The Moomin mugs are very popular things to collect among Finnish people and some of the old and rare mugs have been sold with quite high prices. Like the limited edition Fazer Moomin mug, which was sold in an auction with the price of 1300 euros!
You can buy the mug online from Iittala webstore: http://store.iittala.com/epages/iittala.sf/fi_FI/?ObjectPath=/Shops/iittala/Products/A018640.
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If you want to start collecting Moomin mugs or other Moomin stuff made by Arabia, check out this link http://www.arabia.fi/web/Arabiawww.nsf/file/astiasarjat_muumi-valikoima_logo_moomin/$file/Muumi_kerailijaluettelo.pdf, it is the complete catalogue of Moomin related products from 1950 to 2012.
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This pdf contains only Moomin mugs: http://www.arabia.fi/web/Arabiawww.nsf/file/astiasarjat_muumi-valikoima_muumit_mukit_kautta_aikojen/$file/muumit_mukit.pdf.
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