Following the decision by DRi Licensing to wind down the company, Mercis has been seeking a new home in the UK for Miffy – with Rocket Licensing being appointed to manage the UK and Eire rights for the classic property.
The brand has been carefully nurtured and grown over the past 20+ years, so Mercis was understandably keen to not only secure this foundation but to also build on the programme.
The company is confident that Rocket Licensing – headed up by joint managing directors, Charlie Donaldson and Rob Wijeratna and celebrating 15 years in business this year – has all the prerequisites to fulfil both these aims.
“Our mission is to share Dick Bruna’s work, and Miffy, with as many people as possible, but always with respect for art and the world of a child,” explained Marja Kerkhof, md of Mercis. “It is never easy to make this kind of decision when working with someone’s oeuvre, but it is my belief that Miffy will be in good hands with Rob, Charlie and the Rocket team.
“We look forward to this collaboration and the exciting possibilities it could bring. But first let’s focus on 2023, Year of the Rabbit.”
Rob added: “We are so excited to welcome Miffy on board at Rocket Licensing. She is a classic design brand and is instantly recognisable across generations, cultures and languages. Her iconic status is largely down to the simple, impactful design and the key core values of fun, imagination, simplicity and a respect for art and the world of a child.
“Miffy’s licensing programme spans all ages and categories and has featured some exciting collaborations and experiential events and as we approach the Year of the Rabbit in 2023, our team is really looking forward to building on that and taking the consumer products programme to the next level.”
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