Character has two hashtags trending on social media platform during the day.
Birthday celebrations for Dick Bruna’s classic bunny character Miffy caught the attention of Twitter users on Wednesday June 21, resulting in #miffysbirthday and #TheGiftofMiffy trending across the UK by 1pm.
The social media activity was marking the 62nd birthday of Miffy. Both hashtags linked to social activity involving traditional children’s party games which allowed Twitter followers to pass the parcel digitally (#TheGiftofMiffy), as well as play a matching game and ‘Miffy Says’ – a rendition of Simon Says.
Activity also included bespoke GIFs, a reading of the story Miffy’s Birthday, and a competition to win a family trip to Utrecht to stay in the new Miffy-themed room at the Stay OK hotel and visit the Miffy museum.
Parenting bloggers, licensees, bookshops including Waterstones, plus Miffy’s Adventures broadcaster, Tiny Pop all joined in during the day.
The hashtag #miffysbirthday was used 6,261 times during the day, with a reach of two million and 17.8 million potential impressions. Fans actively engaged with the Twitter feed from 9am until 9pm, sending birthday messages, playing the games and commenting. One fan requested the name of Miffy’s moisturiser given her years.
Alison Vellacott, director of Miffy’s UK PR agency, Highlight commented: “It was a frenetic day but great to see our birthday activities generate such a reaction on Twitter here in the UK.
“Despite Dick Bruna passing away in February, Miffy is still as popular as ever – daily on social media we can see a new generation of parents with young children engaging with the brand, as well as life-long adult fans who grew up with the storybooks.”