Moomins on its Japan-line airplanes. The peak of the Moomin Boom was the opening of the Moomin World theme park in Naantali, Finland, which has become one of Finland's international tourist destinations. The Moomin Boom has been criticized for commercializing the Moomins. Friends of Tove Jansson and many old Moomin enthusiasts have stressed that the animations banalize the original and philosophical Moomin world to harmless family entertainment. An antithesis for the Disneyland-like Moomin World theme park is the Moomin Museum of Tampere, which exhibits the original illustrations and hand-made Moomin models by Tove Jansson. The Jansson family has kept the rights
Society of Swedish Literature in Finland and Swedish culture in Finland were under threat from the Finnish side. Leading cultural figures endorsed the need for an organization to preserve and mediate the Swedish cultural heritage in Finland. At the same time they sought to strengthen the identity of the Swedish-speaking population, and its understanding of its own culture. Today SLS has over 1,100 members, with around 100 employees in Helsinki and Vaasa. The SLS archives are a rich source of knowledge about Swedish-speaking Finland, its history, traditions, literature, languages, everyday life and folk music. SLS documents contemporary society and accepts donations of cultural and historical material