JLG has refreshed the Miffy brand strategy in North America, aligning with the global positioning that established Miffy as one of the world’s most successful literary brand extension. Best in class partners are bringing Bruna’s distinct aesthetic to collections designed to create buzz for Miffy’s 65th anniversary in 2020. The iconic Miffy lamp is a best seller at the MoMa Design Store and Anthropologie. Premium children’s apparel brands Kira Kids and Petidoux launch sleepwear and apparel collaborations in specialty stores, Ghostly International is celebrating its 20th anniversary with a Miffy apparel collaboration, and Simon & Schuster introduces new Miffy titles Summer 2019. An exciting Miffy’s 65th anniversary campaign of special events and new collaborations will be activated in 2020.