And now, dear readers, let's have a big party … after all, we have deserved it.

We have come a long way, learning about Tove Jansson's ideas; exploring how the Moomin brand is protected and let to blossom; witnessing how strategic partnerships are formed and managed; exploring how strategy is done without a rigid plan; engaging with new technologies and entering digitalized and virtual worlds; and seeing how people are managed at Moomin with care and respect.

Tove Jansson, the creator of the Moomins, loved parties. This is how her friends and relatives remember her. Tove's love for parties can be seen in her biographically oriented texts and paintings. She described all kinds of bohemian celebrations in her artistic childhood home as well as in restaurants and park picnics across Helsinki and beyond.

Parties spice up life in the Moominvalley too. The moomin.com website told us that Moomins love to celebrate: ‘Whether it's about a handbag that's been found, making it to safety, finding each other or the journey home, there's always a reason to party!’ The principle is that everyone is welcome to celebrate. In moomin.com, Muskrat from Tove Jansson's book Finn Family Moomintroll was cited to set the tone and spirit for Moominous parties:

What does academic research have to say about Moomin parties then? Literary studies scholar Sirke Happonen (2012) has published a guide where over a hundred characters that have featured in Moomin books are depicted and analysed. She knows the Moomins and Moominvalley inside- out.