The classic Miffy brand is hopping towards the Year of the Rabbit in 2023, and is continuing with its high profile brand collaborations.
These kind of partnerships have become more important over the last few years and, this year alone, Mercis has seen additional Miffy collection drops with LeSportSack and the French brand, Petit Bateaux.
Building on the existing Miffy bags collection, Liberty London created a capsule collection with Miffy plush, while a collaboration with the fabrics of Les Toiles du Soleil from Montpelier (renowned for its beach chairs) saw unique accessories created.
The focus on creativity, design and room for the imagination are also expressed through tie-ups with independent record label Ghostly International in the US, plus community focused skateboarding company Pop Trading Company in Amsterdam. Converse and ByBorre have also teamed up with Miffy.
2023 will see a continuation of the collaborations, with the first to be revealed being with Baccarat.
An exclusive pre-launch of the dazzling character will take place this month on Tmall.com, followed by an Asian tour with the first stop in Hangzhou Tmaill. The global roll out will begin in July and will include Miffy’s flagship store at Westfield Mall, Baccarat stores and other specialised retailers.
An extensive social media campaign will support the roll out via the hashtags #baccaratxmiffyasiatour and #baccaratxmiffyadventure.
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