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Miffy pop-up shop in Chinatown London marks Year of the Rabbit

The UK’s first standalone retail space for Dick Bruna’s classic character Miffy opens its doors in Chinatown London on 29 March.

Located on Shaftesbury Avenue, in the heart of London’s West End, the branded pop-up shop is part of Chinatown London’s ongoing celebrations for the Year of the Rabbit and will be open until 3 July.

Earlier this year Miffy starred in bespoke fashion collaborations with global brands Tommy Hilfiger and Mulberry – also to mark the Year of the Rabbit.

The new retail outlet aims to appeal to a broad audience – from design-loving Londoners, to international tourists, UK Miffy fans plus Instagrammers looking for the latest trend.

Stocking primarily adult gifts, the product range will be sourced from existing UK and European licensees as well as new, limited edition drops created by Event, the merchandise company sourcing and running the shop.

The 400 sq ft space will feature Dick Bruna’s signature colours and minimalist design with a dramatic rainbow colour wall of Miffy plush, eye-catching monochrome window vinyls and a giant white Miffy lamp.

The shop will be open for busy shopping periods including Easter, the King’s Coronation, May bank holidays and the start of London’s summer tourist season.

Highlight PR is supporting it with an extensive marketing campaign including an exclusive Miffy fan event, paid influencer partnerships, plus a host of free activities in-store, such as cookie decorating workshops and costume character appearances.

“2023 is Year of the Rabbit but it is also a moment in the evolution of Miffy as a truly global, timeless IP,’ commented Marja Kerkhof, md of Miffy’s brand owner, Mercis. “Off the back of our successful collaborations with Mulberry and Tommy Hilfiger, this standalone London pop-up shop – a first in the UK – is testament to the brand’s growth. We also hope such high profile retail exposure in London will support our growing UK licensing programme.”

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