The sell out success last year of the Miffy x Cath Kidston collaboration has inspired a new drop for spring 2025, coinciding with the classic character’s 70th birthday.
Rocket Licensing – which manages the UK licensing for Miffy on behalf of brand owner, Mercis – confirmed the second collection of homewares, apparel and accessories across women’s and childrenswear.
The first Miffy x Cath Kidston range was not only a commercial success, with some lines selling out within days, but also an award winner at both the 2024 Junior Design Awards and the 2024 Licensing Awards. It was restocked – and expanded – for the autumn/winter market when it was a highlight of the opening of a new, dedicated Cath Kidston store at Westfield London.
The spring collection will launch with a bigger range online and in the Cath Kidston flagship store, as well as with key retail partners globally in Thailand, Taiwan, Japan, Hong Kong, Vietnam and South Korea.
To celebrate the retail launch, the Cath Kidston Westfield London store is hosting a ‘Meet Miffy’ day on 5 April from 11am, where fans will be able to explore the new collection in person, take a photo with Miffy and be treated to some special Miffy sweet treats.
The range includes almost 50 products across dresses, jackets, pyjamas, bags, backpacks, travel pouches, purses, mugs and laundry baskets among others.
The new collection of limited edition Cath Kidston prints has been created with craft at its heart, by cutting flower shapes out of paper and combining them with original Miffy drawings to give the effect of Miffy playing, camping or painting among the flowers or merged in the Cath Kidston Cowgirl print, where Miffy features riding a tortoise. In one design she even appears to be weaving the floral lace around her.
The extensive new collection will launch this month at retail supported with a comprehensive marketing campaign including bespoke, behind-the-designs content, giveaways, prizes, dedicated window displays, social media, influencers, and, in the week of the launch, meet and greets with Miffy herself, at the Westfield London Cath Kidston store.
The coming year will see already strong awareness further boosted by promotional events and media coverage around Miffy’s 70th anniversary – and many more licensee announcements.
“Miffy brings such joy to so many people and we took special care to reflect that by creating a colourful world for her to play in from our hand-painted florals – one that represents both brands authentically,” commented Cath Kidston’s Holly Marler. “Each of our prints was dedicated to representing artistry and craft – from crochet to illustration, paper cutting and painting. We so hope fans of Miffy and Cath Kidston alike love it as much as we do.”
Marja Kerkhof, md at Mercis, added: “Miffy is as fresh, joyous and delightful today as she was when she first arrived in 1955, and this partnership captures those qualities and beautifully unites them with the magical floral worlds of Cath Kidston. This collection will, once again, delight children and adults globally.”
Rob Wijeratna, joint md at Rocket Licensing, continued: “The reaction to this exciting partnership from the public, the fashion world and the licensing industry in 2024 exceeded our expectations. With that major success still fresh in everyone’s minds and in Miffy’s 70th birthday year, it’s a perfect time to expand and enhance a range that takes the best from two beloved brands to make something truly unique. This is another wonderful collection and a very special retail proposition.”
