Miffy breaks America

The Joester Loria Group signs as North American agent for Miffy ahead of the 60th anniversary of Dick Bruna’s literary property in 2020

Written by Rhys Thomas

Posted 14.01.2019 | Pre-School

Miffy breaks America thumbnail

The Joester Loria Group has been appointed exclusive licensing agent for Miffy in North America by the brand’s global licensor Mercis.

The brand is gearing up for its 60th anniversary in 2020, and JLG will seek out collaborations, retail and special events activations, marketing and more to celebrate the milestone across the US and Canada.

Debra Joester, President and CEO at The Joester Loria Group, says: “Miffy is an evergreen literary property that enjoys exceptional success in Europe, China, Japan and the whole of Asia. JLG is excited to work with Mercis in tapping into Dick Bruna’s beautiful art and extending Miffy’s success to North America.”

Mr. Maria Miffy lamp

Key categories JLG will be looking to extend Miffy in include infant and toddler toys, apparel, feeding, home products and more. Home and gift ranges will also be extended following the success of the Mr. Maria Miffy lamp (pictured above).

The new initiative will be supported through Miffy’s North American social media channels and in-school programs.


Bulldog signs apparel trio for Care Bears thumbnail

Bulldog signs apparel trio for Care Bears

Beloved Care Bears Tenderheart, Love-a-Lot, Funshine and friends set to star on adult and babywear launching in 2020

10 reasons Toy Fair New York 2020 is a must-visit thumbnail

10 reasons Toy Fair New York 2020 is a must-visit

Toys, trends and emerging talent combine to make the Big Apple the place to be for licensing professionals, says Kristin ...

Riverside Brands secures host of partners for Rainbocorns thumbnail

Riverside Brands secures host of partners for Rainbocorns

Zuru’s sequined plush collectable adds raft of EMEA deals from puzzles and toys, to apparel, greetings cards and more

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year