Three to five different new mugs are put on the market annually, including limited edition items for summer and Christmas seasons.
Moomin mugs are popular collectibles, especially in the Nordic countries.
[4] The most valuable ones are the limited edition mugs made for the Fazer café and the Stockmann department store.
The 2004 Fazer special mug was sold in December 2012 at online auction for more than 26,000 Swedish krona ($4,000).
[5][6] In 2021, the "Swimming with Seashells" mug sold for a record sum 236,478 Swedish krona ($27,500).