Moomins, beloved troll creatures of Moominvalley, have captivated hearts worldwide since the 1940s.

This book unveils the Moomin business management journey, from Tove Jansson's creations to a global art-based brand and a growing ecosystem of companies. Emphasising generosity as a key management principle, it champions caring for people as vital for a thriving organisation.

Generosity, rooted in love, courage and belief in equality, shapes the Moomin ethos, underpinning not just the brand, but also strategic partnerships, engagement with technologies and the virtual world.

Offering rare insights from the Moomin inner circle, this management guide advocates sustainable practices. It unveils the keys to a business devoted to comforting people and fostering good, inspiring a blueprint for lasting success.

Paul Savage is Assistant Professor in Entrepreneurship at United Arab Emirates University.

Janne Tienari is Professor of Management and Organisation at Hanken School of Economics.