Big in Japan, but could the US love Moomin?

HELSINKI: In one of the quirkiest book cults America has never heard of, a round-snouted troll is hauling consumers' wallets from their pockets despite the worst recession in decades.

The license-holders for Moomin, who say license sales increased 35 percent this year, are contemplating expansion.

"We want to grow and be as profitable as we have been so far," said Sophia Jansson. "But in a way that increases the awareness of Moomin, starting from countries where books already are sold."