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.


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