DRi ramps up Miffy 65th anniversary plans

New product launches, collaborations and more kick-start activity ahead of the 2020 birthday of Dick Bruna’s character

Written by Rhys Thomas

Posted 31.07.2019 | Entertainment

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Plans are well underway to celebrate a momentous milestone in the life of Miffy in 2020, the brand’s 65th anniversary.

The brand’s licensing agent DRi Licensing has announced a host of exciting product launches, events and press scheduled throughout the year.

As part of the celebrations, a new book about the life and works of Miffy creator Dick Bruna, The Illustrators: Dick Bruna, publishes in the spring from Thames & Hudson (UK) and Mercis Publishing (Netherlands). Exciting new collaborations are also in development, including a luxury handbag partnership.

Paving the way for this landmark anniversary, 2019 is already delivering great success for Miffy. Introducing Miffy to the stylish adult market, Blueprint launched its first collection of stationery featuring an eye-catching on-trend black and yellow pattern.

Design-led gift company Magpie is a new signing and will be launching its range of homeware and gift lines for autumn. Celebrating Miffy’s signature, simple style in Dick Bruna’s iconic primary colours, the range will include mugs, glasses, bamboo coffee cups, trinket trays and a 3D ceramic money box.

Online personalisation store Papier is also new to the Miffy licensing programme and will release a range of personalised wall art and stationery later in the year.

Adored by parents, Miffy babywear continues to flourish with George a key retailer releasing girls and boys baby styles. Following the success of their 2018 collection, this spring children’s fashion company Tobias and the Bear released a brand-new Miffy collection in black, white and taupe.

Miffy childrenswear is also performing well, with two colourful pyjamas launching in Marks and Spencer earlier this month gaining widespread coverage across social media. Miffy is also a big hit in crafting, with new knitting and crochet gift kits from Stitch & Story and Visage Textiles extending their collection of craft fabrics.

Alicia Davenport, Licensing Director at DRi says: “Miffy is loved and adored across the generations. 2020 promises to be a very exciting year for this much loved character, as 65 years of Miffy is celebrated around the world.”


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