Miffy pivots in Germany

Will be repositioned in German-speaking countries by m4e AG

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Posted 10.02.2017 | Watch

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German brand management company m4e AG is to rethink and reposition the Miffy license in German-speaking markets. It will refocus Miffy as a lifestyle brand, targeting young women, mothers, babies and kids.

The brand’s international owner and licensor, Amsterdam-based Mercis, is excited about this new strategy, with Marja Kerkhof, Managing Director saying: “We are sure that m4e will manage to establish Miffy as a brand by setting new impulses in the market. First responses from the licensing industry are very promising."

In order to achieve its licensing goals, m4e will concentrate on a social media campaign to build a solid base of fans and consumers. The company will use Miffy’s online presence through its website, webshop, Facebook, YouTube and Instagram and reach relevant influencers to generate a wide brand recognition.
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