The first evidence of co-operation between Tove Jansson and Fazer dates back to 1937 when, according to her notes, Tove Jansson created "a decoration for Fazer Munkkiniemi." More detailed information is no longer available. Probably, the work was made for the Kalastajatorppa restaurant which was owned by Fazer at the time.
Tove Jansson worked for the Swedish-speaking satirical Garm magazine from the 1940s until the closing of the magazine in 1953. During that time, she drew, not only her famous and satirical covers and cartoons, but also advertisements for the magazine. In the 1950s, Tove Jansson drew at least four Fazer advertisements published in Garm: two Christmas ads, one summer ad and one Mignon Easter egg ad. All of these advertisements depict the Moomin character, already familiar at the time. In addition to being Tove Jansson’s signature, the Moomin character became the hallmark used for the pictures in the early 1940’s.
Fazer was also closely involved in Tove Jansson's personal life. Visitors to her summer residence located in Klovharu on an island off Pellinki have said that she usually offered Fazer confectioneries, mainly Marianne or Liqueur Fills.
In 2004, Iittala produced a numbered series of Moomin mugs with the Fazer advertisement published in the Garm magazine in 1951. The mug is, to this day, the only Moomin mug produced to order and its price among collectors is up to nearly 5,000 USD.
Fazer's first Moomin product was launched in 1957. Tove Jansson designed at least the wrapping of a small pastille bar and a paper caramel bag. Since that day, the product family has grown, and currently consists of xylitol products, pastilles, lollipops, liquorice, marmalade and fruit confectioneries, and Moomin biscuits. Xylitol products are made at the Fazer confectionery factory in Karkkila, and liquorice and fruit products at the Fazer confectionery factory in Lappeenranta, while Moomin biscuits are made at the biscuit factory and chocolate products at the confectionery factory in Vantaa. The best-selling Moomin product is the Moomin biscuit. At an annual level, some 500,000 kg of the product is sold, and its most important export destination country is Japan. In addition to products available at retail shops, Fazer will introduce special products during the celebration year to be sold at Fazer cafés and bakery shops.
To celebrate Tove Jansson's 100th anniversary, Fazer will introduce new Moomin products and change the appearance of Moomin packages.The Moomin and Tove Jansson's lifework will also be seen in the visitors' programme at the Fazer Vantaa confectionery factory. In addition, Fazer will be the main partner of the Tove Jansson exhibition at the Ateneum Art Museum. During the exhibition, some of the original advertisements made for Fazer will be on display. The exhibition will be open from 13 March to the autumn of 2014.