Rocket Licensing – which manages UK licensing for the Miffy brand on behalf of brand owner Mercis – is celebrating a big week for the character after its awards success at The Licensing Awards 2024 and confirmation of three new additions to the licensing programme.
The Miffy x Cath Kidston range of bags, accessories and homeware for women and kids was a winner in the 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.
The success for Miffy comes as Rocket Licensing announces a number of major new product launches, planned or under way, underlining the brand’s strong growth in the UK market.
Children’s apparel specialist Blade & Rose will launch a new Miffy in the Veg Patch collection in October. This includes signature leggings for 0-6 months and 3-4 years, a long-sleeve top (0-6 months and 5-6 years) and matching socks. The leggings are adorned with a 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.
Meanwhile, Dreamtex is planning to begin its association with Miffy with a range of duvet covers and cushions which will launch in spring 2025. The company has created a collection inspired by the art assets associated with the Miffy brand, with the products having broad distribution which includes Next.
Finally, the new Miffy card range from Woodmansterne has just launched with a range of gift wrap due to launch in the new year. The designs show Miffy on a variety of different backgrounds on greeting cards suitable for a wide range of ages and occasions.
“It’s been a wonderful 2024 so far for Miffy,” commented Marja Kerkhof, md at Mercis. “Not only has the Miffy x Cath Kidston range been a big winner at The Licensing Awards 2024, but we are delighted to welcome Blade & 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 md at Rocket Licensing, added: “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.”
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