Gifts Today magazine

New chapter for Miffy

DRi Licensing’s iconic and much-loved property Miffy began life as a children’s book character more than six decades ago. With its 65th anniversary on the horizon in 2020 the brand is gaining momentum and exciting partnerships are already in place to celebrate the occasion

With multi-generational appeal, 2019 looks set to be a very strong year for Miffy. Launching in spring is a design-led stationery collection from Blueprint featuring an on-trend black and yellow pattern, this extensive range also includes a cute 3D money box, backpack and drinks bottle.

Also appealing to the adult market and another new area for the brand is crafting. Joining Stitch & Story who have had great success with their range of Miffy crochet and knitting kits, textile and craft partner Visage Textiles launched the first of a new series of printed fabrics at CHSI Stitches in February which was followed with a two-hour dedicated Miffy feature on TV craft channel, Create and Craft.

Looking ahead to autumn, a licence for stylish home gifting is also being finalized for launch.

Alicia Davenport, Licensing Director at DRi said: 'Miffy has huge resonance with adults who remember her from their childhood and this nostalgic appeal continues to drive exciting new developments to the licensing programme.'

Loved by parents, Miffy also performs well in the baby sector. After the success of their 2018 collection, children’s fashion company Tobias and the Bear will release a brand-new Miffy collection this spring. Known for their unisex handwriting, the new range features a simple, iconic design and includes new bedding and clothing lines, as well as a stylish white velvet 3D cushion.

With parents hungry for contemporary nursery décor, Rainbow Designs is tapping into this with a plush range that follows the original Miffy book colours, as well as new nursery lines in cool mint plus an exclusive grey range for John Lewis. September 2018 saw two highly effective Miffy-themed events in John Lewis and another is planned for Easter.

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