Miffy, the beloved bunny created by Dick Bruna, is partnering with Tommy Hilfiger for the TOMMY X MIFFY capsule collection in celebration of the Lunar New Year 2023 - the year of the rabbit.
With 50 pieces of men’s, women’s, and kid’s sportswear and accessories, the capsule reimagines essential prep icons with a distinct ‘Miffy’ twist. The collection is available on tommy.com, at TOMMY HILFIGER stores worldwide and through select wholesale partners including Zalora, Selfridges, Galeries Lafayette and KaDeWe.
“This collaboration is a canvas for creativity that reflects our brand’s irreverent, optimistic spirit,” says Tommy Hilfiger. “Miffy embodies many of our brand values: being adventurous, open to new experiences, and having a relentlessly positive attitude. The TOMMY X MIFFY collection is the perfect blend of playful-meets-prep!”
The collection will be promoted through an extensive global marketing campaign that includes TOMMY x MIFFY retail windows in 185 locations around the world including China, Japan, Korea, Hong Kong, Taiwan, Singapore and Malaysia. For the Asia Pacific region, Tommy Hilfiger has developed a gift with purchase program that includes TOMMY x Miffy branded merch including a 3D speaker, foldable keyboard, poker set, key chain and tote bag.
In terms of digital marketing, the collaboration will be supported through a fun digital game and an extensive influencer seeding campaign in select countries around the world.