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Miffy plans for big birthday

Exciting licensing partnerships in place for iconic character’s 65th year

WITH Miffy’s 65th birthday approaching, the iconic children’s book character has exciting new licensing partnerships already in place to celebrate.

The brand has multi-generational appeal and is gaining momentum ahead of the anniversary in 2020 as DRi Licensing have deals organised starting with Blueprint’s
design-led stationery collection launching in spring that features an on-trend black and yellow pattern across a range that includes a cute 3D money box, backpack and drinks bottle.
Also appealing to the adult market and another new area for the brand is crafting where textile and craft partner Visage Textiles launched the first of a new series of printed fabrics at CHSI Stitches in February which was followed with a two-hour dedicated Miffy feature on TV channel Create And Craft.
Looking ahead to autumn, a licence for stylish home gifting is also being finalised for launch.
DRi licensing director Alicia Davenport said: “Miffy has huge resonance with adults who remember her from their childhood and this nostalgic appeal continues to drive exciting new developments to the licensing programme.”



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