15 Sep 2020

Share the power of storytelling with children-in-need at ifc mall

This fall, ifc mall celebrates the 75th anniversary of the publication of the first Moomin book by Finnish author Tove Jansson, by joining with Moomin Characters Finland and local charitable arts organisation, the Absolutely Fabulous Theatre Connection (AFTEC), in a charity sale to benefit children from disadvantaged backgrounds. The ‘Story of Giving – Moomin 75th Anniversary Charity Sale,’ aims to bring comfort and happiness to children who live without care, protection, financial or emotional support by providing each child-in-need with a special ‘Story-Telling Moomin’.

The ‘Story-Telling Moomins’ feature 13 Moomin stories adapted from the award-winning 2019 Moominvalley animated series. Like all Moomin stories, their appeal is universal. They entertain and delight audiences with their simple message of love, kindness and acceptance of others. Since the publication of the first Moomin book 75 years ago, this endearing family of Moomins – all white and round and with large snouts – continues to elicit enthusiastic responses from both children and adults alike.

The charity sale – which also reminds us of the importance of giving back to the community, appreciating the simple joys in life and of supporting each other through difficult times – is available online and at the ifc mall Moomin Pop Up from the end of September. For every ‘Story-Telling Moomin’ gifted to a child-in-need, a second ‘Story-Telling Moomin’ will be given to the donor. As an international lifestyle destination, ifc mall continues to bring exciting and engaging experiences beyond shopping and dining for visitors seasonally.

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