IFC mall rolls out charity sale to help underprivileged children

IFC mall will work with Moomin Characters Finland and Hong Kong-based charitable arts organisation the Absolutely Fabulous Theatre Connection (AFTEC) to launch a charity sale. 

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, which features 13 Moomin stories adapted from the 2019 Moominvalley animated series.

The charity sale, available online and at the IFC mall, will run from 28 September and until 27 October. For every Story-Telling Moomin gifted to a child-in-need, a second Story-Telling Moomin will be given to the donor. 

“These Story-Telling Moomins will be a friend and companion for these children. They will provide comfort, encourage engagement with others through play and help children express themselves both emotionally and creatively. They will also give these often lonely and isolated children a voice in their challenging world," said Lynn Yau, CEO of AFTEC.

"We inspire and engage young minds to think creatively, to look inwards and as far as they can imagine, to believe in themselves and to be the best that they can be. This is why this partnership with IFC mall and Moomin Characters is so meaningful," she added.

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