Miffy wins at the Licensing Awards - and welcomes three new licensees!
Rocket Licensing, which manages UK licensing for the much-loved Miffy brand on behalf of brand owner Mercis, is celebrating a big week for Miffy after its awards success at the 2024 Licensing Awards and confirmation of no fewer than three new additions to the fast-growing licensing programme.
The fabulous Miffy x Cath Kidston range of bags, accessories and homeware for women and kids was a winner in the highly competitive Best Licensed Giftware, Home Décor, Tableware or Housewares category. The award comes as plans are in progress for a wider range which is set to hit stores in 2025.
This success for Miffy comes as Rocket Licensing announces a number of major new product launches, planned or under way, underlining the brand’s impressive growth in the UK market. They include children’s apparel from Blade & Rose, duvet covers and cushions from Dreamtex and a recently launched card range from Woodmansterne.
The collaboration between Miffy, the classic brand created by Dick Bruna, and Blade & Rose, an award-winning British children’s clothing company specialising in a trendsetting range of leggings and clothing accessories, begins in October with a collection called Miffy in the Veg Patch. This includes signature leggings available in sizes 0-6 months to 3-4 years, a long-sleeve top available in sizes 0-6 months to 5-6 years, and matching socks available in sizes 0-6 months to 3-6 years.
The leggings are adorned with an adorable Miffy motif on the bottom, complemented by chunky stripes and a playful Miffy-in-a-wheelbarrow design on the ankle. The top showcases a snug polar fleece appliqué of Miffy on the front. The socks feature a knitted Miffy design.
Further launches are planned, with February 2025 seeing the arrival of a summer collection. An autumn/winter collection is planned for July 2025.
The entire range will be available online at bladeandrose.co.uk and at high-end independent children’s clothing stores and gift shops across the UK.
Anticipation is high for this collection, not least thanks to a strong direct-to-consumer campaign including social media posts on Instagram and Facebook, along with email marketing andinfluencer involvement. The collection will also enjoy a big trade push. It has already been previewed, or is about to be shown, at trade shows like Indx, Home & Gift Harrogate, the International Nursery Fair, Top Drawer and Glee ahead of the launch.
Dreamtex, an award-winning boutique licensee that brings a wealth of knowledge and expertise to the home textile category, is planning to begin its association with Miffy witha range of duvet covers and cushionsthat will launch in spring 2025. Dreamtex has created a beautifully designed range inspired by the amazing art assets associated with the Miffy brand. The products will have broad distribution that includes high street fashion giant Next.
The new Miffy card range from Woodmansterne, the foremost supplier of greeting cards to independent retailers in the UK, has just launched with a range of gift wrap set to launch in the new year. The range will be available to independent stores, national accounts and major garden centres. The designs show Miffy on a variety of different backgrounds on greeting cards suitable for a wide range of ages and occasions.
Miffy’s UK licensing growth is impressive – and accelerating, with these three new licensees joining other recent partners including award-winner Cath Kidston, Skinnydip (phone cases, wallets, washbag, socks, leisurewear and pyjamas), Daisy Street (apparel, footwear and more to come) and a long list of established partners that includes Fashion UK, Brand International Group, Dennici, Simon & Schuster, Hype Cards and many more.
An important part of the brand’s success is its multigenerational appeal. It has long been licensed and performed very well in the baby, toddler and young girls’ and boys’ demographics and related categories, notably in books, footwear, baby care, feeding ware, household items, soft toys and games – and, of course, apparel. The brand is also popular with an older demographic, especially older teens and women; successful launches here have included apparel, bags and accessories.
Amanda Peffer, Founder and Director of Blade & Rose, says: “Our strong focus on designs that appeal to children means we know and love Miffy and greatly enjoyed bringing her to this wonderful new Blade & Rose collection. We are thrilled to have been selected for this exciting new collaboration with this beloved children’s character.”
Lee Keeper Creative Director at Woodmansterne said; “We are thrilled to honour the charm of Dick Bruna’s iconic character, a beloved favourite in the UK for many years. Miffy brings her distinctive, bold yet simple style to our new card range, which we’ve enhanced with uniquely tailored Miffy print design envelopes, making each card feel like a true keepsake. We are certain this new collection will delight the young and the young at heart, offering a playful yet timeless way to celebrate life’s special moments.”
Andy Downie Commercial Director at Dreamtex, says: “We are delighted to have the chance to bring our thoughtful approach to product development and unwavering commitment to quality and resolution to creating beautiful licensed merchandise inspired by one of the worlds’ best-loved characters. It’s wonderful to be working with Miffy.”
Marja Kerkhof, Managing Director of global Miffy brand owner, Mercis, says: “it’s been a wonderful 2024 so far for Miffy. Not only has the Miffy x Cath Kidston range been a big winner at the 2024 Licensing Awards butwe are delighted to welcomeBlade & Rose, Dreamtex and Woodmansterne to this fast-growing UK campaign for a brand known and loved by adults, babies and children everywhere. Working with all of these companies is a marvellous opportunity to bring the Miffy brand and its distinctive art assets to some of the brightest and best in UK design and manufacture. These companies are perfect partners for this much-loved property.”
Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “Following the enormous and award-winning success of the Miffy x Cath Kidston range these new partnerships have again brought together one of the world’s best-known children’s brands with award-winning companies that have strong reputations and a devoted market among children and parents alike. We’re certain that these will be amazing partnerships – both for consumers and retailers.”