Mercis bv, worldwide licensor for Miffy, has announced the appointment of The Joester Loria Group (JLG) as its exclusive brand licensing agency in the U.S. and Canada. JLG will represent the MIFFY & FRIENDS brand, based on Dick Bruna’s beloved children’s book character. The North American strategy will focus on specialty distribution and beautifully-designed products, drawing from a vast library of creative assets developed by Mercis bv.
“We are very pleased to be partnering with the Joester Loria Group,” said Marja Kerkhof, Managing Director at Mercis bv. “JLG understands the brand’s intrinsic value and will align upcoming opportunities with the brand’s positioning.”
JLG is gearing up for Miffy’s 65th anniversary in 2020, which will include dynamic collaborations, special events and retail and marketing initiatives—all designed to reinforce Miffy’s timeless appeal. Key merchandising categories of infant and toddler toys, apparel, feeding, home products and others, will be broadened to incorporate more art and content from Miffy. The agency will increase the selection of whimsical home and gift collections for Miffy, expanding on the global success of the bestselling Mr. Maria Miffy lamp sold at MoMA Design Stores and retailers around the world.
“Miffy is an evergreen literary property that enjoys exceptional success in Europe, China, Japan, and the whole of Asia” said Debra Joester, President & CEO of The Joester Loria Group. “JLG is excited to work with Mercis in tapping into Dick Bruna’s beautiful art and extending Miffy’s success to North America.”
Marketing will tap into Miffy’s fanbase in the U.S., including Miffy’s social media communities, to support all initiatives. Plans also include reinforcing the brand in classrooms and libraries with teachers’ materials and supplies.
License Global recently shared the news of JLG’s latest client.