Last week saw the much anticipated global launch of a multi-product collaboration between classic brand Miffy and lifestyle brand, Cath Kidston.
Available exclusively at Next in the UK, in Cath Kidston stores in Thailand, Hong Kong and Taiwan and on Next online globally, the limited edition range includes a collection of bags and accessories for women and kids, women’s pyjamas and children’s dresses.
In addition, the collection also includes five special – and highly collectable – Made-In-England mugs that have seen an impressive pre-launch response.
The collection partners Cath Kidston’s synonymously painterly florals with Miffy’s classic joy – embracing both brands’ sense of warm nostalgia and timeless aesthetic.
Anticipation has been high for the collection, with a pre-launch campaign kicking off with a social teaser post on 21 March pre-announcing the collaboration, followed by by a sign-up email confirming the collaboration to the entire Cath Kidston database.
Sneak peaks and hints of video content were followed on 11 April by a witty ‘behind the curtain’ work in progress Cath Kidston x Miffy Instagram reel.
“Miffy and friends are an ideal partner for Cath Kidston, a unique British brand that takes classic items and reimagines them with style and humour,” commented Marja Kerkhof, md at Miffy brand owner, Mercis. “Inspired by Dick Bruna’s delightful creation Cath Kidston has created truly magical floral worlds for Miffy to play in that will delight children and adults everywhere.”
Holly Marler, head of creative at Cath Kidston, continued: “For Miffy to explore the Cath world, it had to be joyful. We wanted to create these magical scenes for her to play in with a synergy that’s inspired by our brands’ mutual commitment to artistry. Going to see Dick Bruna’s studio and seeing his creative process was so inspiring. You can see our respect for that in the prints painted especially for this collaboration.”
Rob Wijeratna, joint md at Rocket Licensing, concluded: “Pre-launch interest has been exceptionally strong for this collection – and it’s not surprising: both Miffy and Cath Kidston have an enormous cross-generational appeal and the social media campaign has skilfully supported both brands and encouraged a strong feeling of anticipation. And with good reason: this is a thrillingly bold and colourful collection, full of joy.”
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