Rocket Licensing has been highlighting the growth of the licensing programme for Miffy during Brand Licensing Europe this week, showcasing a new collaboration with Cath Kidston.
The deal – confirmed in the run-up to BLE – begins with an initial range for spring 2024. This will include a womenswear and childrenswear selection and backpacks and purses. Bags and accessories also feature in the agreement as does a wide range of homewares. Based on the creative success of the collaboration, the collection will continue over the coming two years.
The move into womenswear is a timely response to a powerful and growing trend. Miffy is increasingly popular with women, a popularity that also translated into the successful 2023 Tommy Hilfiger and Mulberry global collaborations for apparel and bags respectively.
“This is a wonderful partnership that brings together two much-loved brands in a collaboration that merges styles for discerning fashion and design individuals,” commented Marja Kerkhof, md at Mercis, Miffy’s brand owner. “We’re thrilled to be announcing this multi territory agreement in time for BLE and delighted to be working with Rocket on licensing opportunities for the brand in the United Kingdom and Eire.”
Holly Marler, creative director at Cath Kidston, continued: “We absolutely loved creating these magical floral worlds for Miffy to play in. Our archive florals come alive with Miffy’s style and personality. Our team like nothing more than to design right into the tiny detail, and there was such fun to be had with the contrasting styles and humour within Miffy.
“In one of our prints, Miffy’s clothes hang on the vines of our painted florals like the dress-up flip books of our childhood. And in another, Miffy and her friends go to a party with their outfits showing the Cath Kidston design printed underneath. It’s a bold and colourful collection full of joy and we can’t wait to share it with our customers.”
Rob Wijeratna, joint md at Rocket Licensing, added: “There have already been some fantastic collaborations between Miffy and major fashion brands in 2023. This partnership with Cath Kidston will kick off 2024 in style.”
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