When visiting Sweden, there are two characters which stand out among other souvenirs: Moomins and Pippi Longstocking merch.
While Moomins are a more Finnish national symbol, with a Swedish Finn creator, Pippi Longstocking is truly uniquely Swedish, as other other characters from Astrid lindgren books, Emil among others, which not only can be associated with Sweden, but with Småland region specifically!
In my own experience growing up in Italy, Pippi and books about her are very well known by all children, and I absolutely loved the tv show and reading about her stories – my early love for Sweden might come from that. However, unlike in Northern Europe, Moomin and Tove Jansson books were pretty much non-existent, I have only started seeing Moomin characters and learning about them online in my teenage years! I believe Moomins are generally more known worldwide though, for sure in Japan and East Asian countries at least.
Pippi merch in Sweden
In Sweden, you will find all kinds of objects with Pippi and her friends on them- tableware and clothes for children, plushies. According to a Swedish friend of mine though, Pippi-themed objects were not really a thing until recently.
Pippi & friends plushies and toys
I have seen Lilla Gubbe (Pippi’s horse) plushie and this Pippi doll for sale in multiple places in Sweden. I have bought Lilla Gubbe, maybe one day Pippi herself too…Activity books, toys and stationary is also to be found, mainly targeted to children.
Astrid Lindgren characters sweets
In 2025 Emil and Pippi Ice creams were in the Swedish ice cream brand SIA summer assortment. Blueberry ice cream perfectly fits an iconic Swedish character! See above next to the plushie also the Krumelurpiller candies I got at the souvenir shop.
Sometimes, as the candy here, other Astrid Lingren characters are on merch, with Emil being the second most popular character, but not nearly as often to be seen as beloved Pippi.
Pippi-themed tableware and clothes for children
The shop Lilla Elins in Vänersborg has a lot of character merch among which Pippi stuff, from lunchboxes and tableware, to candy and children clothes! Among others of other Swedish characters as Bamse too, and of course Moomin.
That was all for now… New Pippi merch updates might come in the future..
ScanShop: Nordic supermarket in Luxemburg
I visited Scanshop, a supermarket for Nordic expats in Luxembourg and Belgium. It offers a wide range of Scandinavian food products, including rye bread, fish, and sweets, alongside flags and tableware.
A collection of (unintentionally) Hilarious False Friends in Nordic languages
Take a train in Scandinavia to reach a “slutstation” or see”fartkontrol” signs while driving. Kiss and killing also mean something you were not expecting!
Swedish Café in Utrecht: Broodnodig
In Utrecht, the cafe Broodnodig serves Swedish pastries and cakes as cinnamon and cardamom buns, kladdkaka, smulpaj and Scandinavian seasonal treats as semlor and saffron buns.
