The Miffy brand, inspired by the beloved bunny created by Dutch artist Dick Bruna, is expanding its presence through a series of new licensing deals.
As the North American brand licensing agency for Miffy, The Joester Loria Group is helping expand the brand in a variety of categories. In a partnership brokered by JLG, Miffy recently teamed up with leading premium children’s clothing brand Hanna Andersson for an adorable children’s apparel collection inspired by Miffy and featuring bright, multi-color patterns and prints.
In another new brand extension, Miffy and Just Dutch U.S. are celebrating artist Piet Mondrian’s 150th birthday by adding new outfits to its Miffy plush collection. The Mondrian Miffy and Friends handmade toys are available online and at the SFMOMA Museum Store, Museum of Contemporary Art Chicago Store and Museum of Fine Art Boston.
Other new licensing deals for Miffy include a second apparel collection from Cotton On and the exclusive handmade Miffy Moonphase Watch from Dutch watchmaker, De Rijke & Co. Only 25 of the timepieces were made and all have sold out.
Miffy’s latest brand extensions were recently featured by License Global.