m4e looking to reposition Miffy as a lifestyle brand in the territory.
Classic brand Miffy is set to undergo a repositioning in the German speaking markets.
Brand management and media company m4e is looking to focus its marketing activities to present Miffy as a lifestyle brand for young women, mothers, babies and children.
Commenting on the new strategy, Marja Kerkhof, md of Mercis – the brand’s owner and licensor – said: “We are sure that m4e will manage to establish Miffy as a brand by setting new impulses in the market.
“First responses from the licensing industry are very promising.”
m4e will concentrate on building a social media campaign, utilising Miffy’s online presence as well as the likes of Facebook, YouTube and Instagram to help generate wide brand recognition.
The campaign will use the overall strong and modern values of the Miffy brand.
m4e will also be looking to attract more licensees to the brand’s roster for the German speaking territories.
The brand has recently enjoyed success with retailers including H&M and C&A which both offered Miffy apparel collections for autumn 2016.
On an international level, season three of preschool TV series Miffy’s Adventures Big and Small will be available to broadcasters in July.
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