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New chapter in Miffy’s licensing success story

Brand continues to gain momentum as 65th anniversary approaches in 2020.

The Miffy brand is continuing to gain momentum across the licensed landscape as it approaches its 65th anniversary in 2020, with DRi Licensing having already put partnerships in place to mark the occasion.

With multi-generational appeal, 2019 looks set to be a very strong year for Miffy.

Launching in spring is a design-led stationery collection from Blueprint featuring an on-trend black and yellow pattern. The extensive range also includes a 3D money box, backpack and drinks bottle.

Also appealing to the adult market – and another new area for the brand – is crafting.

Joining Stitch & Story – which has enjoyed success with its range of Miffy crochet and knitting kits – textile and craft partner Visage Textiles launched the first of a new series of printed fabrics at CHSI Stitches in February. This was followed with a two-hour dedicated Miffy feature on TV craft channel, Create and Craft.

Looking ahead to autumn, a licence for stylish home gifting is also being finalised for launch.

“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,” said Alicia Davenport, licensing director at DRi.

In addition, Miffy is also continuing to perform well in the baby sector.

After the success of its 2018 collection, children’s fashion company Tobias and the Bear will release a new Miffy collection this spring. Known for its unisex handwriting, the new range features a simple, iconic design and includes new bedding and clothing lines, as well as a white velvet 3D cushion.

Rainbow Designs is also tapping into parents’ desire for contemporary nursery décor, launching a plush range that follows the original Miffy book colours, as well as new nursery lines in cool mint and an exclusive grey range for John Lewis.

Last September also saw two successful Miffy-themed events in John Lewis, with another planned for Easter.

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