Category Archives: Media & PR

Mental health brand Book of Beasties puts children’s wellness at the top of the learning agenda

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A London-based Children’s mental health games developer has launched a new platform for parents and teachers offering access to multi-award winning mental wellness and educational resources that prioritise mental wellness across the curriculum.

Since publishing a series of free home learning kits to support children’s education throughout the COVID19 lockdown, the start-up, Book of Beasties saw nearly ten thousand downloads from families and schools worldwide.

Oisin Bishenden, ex-teacher and chief operating officer of Book of Beasties, said: “With the unique situation and risks to the mental wellness of children across the UK embodied by the closure of schools and other restrictions to social support networks that acted to safeguard against infection during the COVID-19 outbreak, we sought to provide free resources to support both parents and teachers in prioritising mental health across the curriculum.”

Recognising the need for easier access to mental wellness themed PSHE materials at home as well as at school, the team behind Book of Beasties: The Mental Wellness Card Game teamed up with fully UK trained teachers and experts to create new, focused content.

Each learning kit is a self-contained package providing hours of learning in both curriculum subjects and mental wellness exercises with cross-curricular links drawn as widely as possible. All of the learning has been dual designed to be delivered both at home and in the classroom to allow cohesion between parents and teachers in supporting young people.

Since its launch, Book of Beasties: The Mental Wellness Card Game has been recognised by healthcare industry awards, and used by thousands of children in the UK as well as in Ty Hafan Children’s Hospice, and Great Ormond Street Children’s Hospital school.

Head of psychological services at Great Ormond Street, Mandy Bryon, said: “I am very impressed with Book of Beasties, I have not come across something so engaging for young children that enables ease of discussion about feelings in an acceptable and positive way.”

Oisin concluded: “By gathering the expertise of specialists and teachers from across the curriculum we built learning kits that were used across the English speaking world both inside classrooms and at home. Now we plan on building on this success to provide a more permanent solution to a large gap in education provision.

“Making it through the lock down period was only the beginning for our children; now the task of supporting them back into schools under the new normal begins.”

Book of Beasties’ subscription platform is now live after a very successful beta stage, with a special offer for early bird subscribers.

Reemsborko’s Max Arguile: “The anime investment bubble shows no sign of bursting”

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With a portfolio spanning some of the most iconic IP in pop culture, including Bill and Ted, Dragon Ball Z and and extended library of anime properties now starting to gather pace here in the UK, Max Arguile, founder of the licensing agency Reemsborko is riding on the crest of a wave that shows no sign of ebbing any time soon.

Much like the Big Bang, the pop culture explosion seems only to be expanding further and further into even the most distant corners, helping the kind of properties and fandom that was once deemed ‘underground’ pitch new flags in the mainstream channel, and finding new ways to engage audiences the world over.

While lockdown has not come without its challenges for the pop culture space, and for Arguile’s own Reemsborko business alike, it’s with a sense of optimism that the pop culture specialist takes his position at the front of that charge, and the wealth of new developments he has managed to forge, even in the face of the last few months.

Licensing.biz catches up with Arguile to talk about the latest projects for Reemsborko, the unerring passion for pop culture, and where business is heading from here on out.

Hi Max, to kick us off, how has business been for Reemsborko over the last few months?

It was pretty mixed under lockdown. Three deals fell apart in early on and it was tough but I still managed to get a dozen contracts signed, mostly new business but a couple of renewals.

What sort of impact do you think the lockdown has had on the pop culture/anime licensing and merchandising business?

Consistent with all industries, it has been horrific for those companies that have gone bankrupt and for those that have had to down-size. I have been working from home since early 2018 so no real change for me but everyone has had to adapt to survive. And coming out of lockdown a big impact for the companies that are still trading is the disruption to production timelines and therefore a delay for new business.

The numbers of people streaming content over the lockdown has surged – a good share of which is anime content… Meanwhile, Netflix continues to bulk out its own anime library – how do you think this may impact the merchandising opportunities?

Whatever people love represents a merchandising opportunity. Unsurprisingly Netflix did phenomenally well with a captive audience and other streamers must have done OK but everything has a cost.

Families facing increased streaming bills will have been glad of not only the BBC but also free channels like POP, which apparently enjoyed record viewing figures. For everyone still undecided, yes, Dragon Ball is still the number one boys show on POP with more content on the way.

What lasting impact do you think recent events will have on licensing? How well has the pop culture scene adapted to the changes, and what do you think this will mean for its licensing?

Recently it was Comic-Con From Home – the online version of a crucial pop-culture event. I’ve seen some good presentations done with flair and imagination (Factory Entertainment and Super7 take a bow), and others that just looked like giant Zoom meetings and so I didn’t even bother.

E-commerce has leaped forward by about five years since March, and as a trader, if you don’t have a vibrant route to market online then it’s going to be tougher from now on. Fortunately for Reemsborko, the fans of the licenses I sign don’t usually expect to find the corresponding merchandise in bricks and mortar, you know? The fans just wouldn’t think to look there – the first place they will go is online hence the licensees I have that do online selling in a meaningful way actually did OK in Q2.

The Reemsborko portfolio is now looking very strong. Can you talk us through some of the exciting developments for you over the last few months/first half of 2020?

The portfolio is decent but frankly there isn’t enough in there. We’re not resting yet. I’m looking for more animation properties, and also video games – anything that is cool and interesting, rather than simply a cashcow (although I’m not against those).

Hatsune Miku has been extremely strong in 2020 firstly at the level of interest and secondly now in the market place. The first Wild Bangarang range launched just last weekend – online only – they are very happy with the sales and consider this to be a signing that will grow, especially once the fans start discussing their purchases. Not only is the fanbase super-engaged but we have influencers on board that will wear and show the product via their social media channels – free advertising, directly to the fans never hurts. Likewise, Dragon Ball also continues to work. Junji Ito hasn’t really started yet in Europe (although the t-shirt range will hit retail in Australia by Q4) and there is a lot to come on both Heathen and Black Hammer.

Heathen should start filming in January – they have cast the lead so that is pretty exciting, and we are in the midst of approving a massive apparel range for Black Hammer.

What have been some of the key partnerships you’ve established for 2020 so far?

I’m very happy to now be working with some major talent in the comics industry. Dark Horse have already committed to pushing new Black Hammer products via their Twitter account and Vault Comics are really punching above their weight as a publisher. Aside from Heathen, they have a range of titles, one of which – Vagrant Queen – was made into a TV series, showing recently on Syfy. Vault are fully open to maximising on their whole catalogue – so if anyone is interested in original IP to develop as live action or animation, please get in touch.

You’ve recently partnered with TMS to bring Lupin the Third into the portfolio. What sort of plans have you got for the property in the European market? What is the strength of the brand here in Europe?

Lupin is a well loved classic animé – I aim to start with apparel and collectibles and the new feature length CGI film should be released this year so I’m hopeful of also capitalising on the halo effect that will have

It’s a topic we’ve discussed many times before, but always worth highlighting – what do you make of the current strength of the pop culture scene across Europe? How has the demand for animé ‘swag’ in Europe grown? 

Pop culture is just getting bigger in all territories. What was traditionally underground is becoming mainstream and, as the saying goes, the geek shall inherit the earth.

Animé is only getting started in the UK outside of specialty – we have a long, long way to go catch up with Europe and North America. Furthermore, the animé investment bubble shows no sign of bursting – the streaming platforms continue to commission new content which just increases the size of the total offering.

Conventions won’t be happening so there will be no physical meeting for a while but communication never stops. The fans are fully aware of new developments, and new content almost before they are announced – it’s the job of people like me to ensure that they also know about new products too.

The fans should have the swag so it is our job to make the good stuff visible to not just the fans but also the gift givers. We have our work cut out but the future is bright.

What’s the next big step for Reemsborko as the world wakes up from the pandemic lockdown?

Before Matrix 4, Cyberpunk 2077, John Wick 4 and the new SpongeBob movie, remember that the renaissance of Keanu Reeves starts in earnest when Bill and Ted Face The Music reaches fans worldwide in September.

For many years licensees have enjoyed a steady pace of success with the merchandise from the first two Bill and Ted films – Bill and Ted’s Excellent Adventure and Bill and Ted’s Bogus Journey. A healthy dose of Bill and Ted is something we could all use right now

Anything you’d like to add?

Be excellent to each other!

Rubik’s launches first official app to teach players to solve the Rubik’s Cube

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The world famous puzzle brand, Rubik’s has produced the first official app that uses mobile technology and artificial intelligence to track a real 3D Rubik’s Cube and teach its user how to solve it in real-time. The app also features audio and visual clues to help solve the real-life puzzle.

The concept has been billed as an example of augmented reality giving real play value and user experience. The app comes with a choice of learning to solve the Cube in either the simplest way possible, which is called the Rubik’s method, or the fastest way, which typically takes just 20 moves.

The new Rubik’s Official App is initially available only on iOS and includes games with a virtual Cube, so users can learn and have fun simply by swiping a finger. They can select their choice of game from Rubik’s Mini (2×2) or the original Rubik’s Cube (3×3), to the more challenging Rubik’s Master (4×4) or the Rubik’s Professor (5×5).

The app will also allow users to keep track of their solving times and allow them to share the information digitally.

Christoph Bettin, the CEO for Rubik’s Brand, said: “The Cube has fascinated fans for four decades and I’m the first to admit that the puzzle can be challenging. Research supports the view that solving a Cube links brilliantly with the teaching of science, technology, engineering and maths (STEM), and this high-tech app captures this, while creating fun and excitement.”

Moonbug Entertainment acquires Blippi and Cocomelon to become world’s largest digital kids media firm

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Moonbug Entertainment has acquired the popular kids’ entertainment properties Blippi and Cocomelon. It’s a move to become one of the world’s largest digital kids media companies.

 Blippi is a live-action program that has struck a chord with parents and kids through its engaging and accessible educational content, successful toy line, and sell out live shows, while CoComelon – the world’s largest YouTube channel – brings an animated show whose hallmark positivity helps kids constructively go about their daily routines.

These acquisitions boost Moonbug’s monthly subscribers to over 235 million across its more than 100 platforms globally, with more than 7 billion average monthly views, making the outfit the largest digital kids entertainment company in the world.

“Blippi and CoComelon represent what lies ahead in the years to come for children’s entertainment: dynamic characters with a close relationship to their audience through content, licensing, merchandise, and social media. We could not be more excited to welcome these shows to our line up,” said René Rechtman, co-founder and CEO of Moonbug.

“Moonbug is transforming the industry by constantly creating new content, forming strong partnerships with merchandisers, and making entertainment more accessible to viewers,” said Simon Philips, senior in-house advisor at Moonbug. “Digital-first properties are at the forefront of children’s programming and revolutionizing the way families consume content – with these new acquisitions, Moonbug is a proven leader in the industry.”

Moonbug plans to apply its model of rapidly scaling the brands with proven global potential by adding characters and storylines and distributing the shows more broadly across its global distribution network. By expanding their content and reach, Moonbug will enable both shows to leverage new licensing and merchandising opportunities, as well as original productions and new brand partnerships.

By coordinating content and product releases, Moonbug has the ability to analyze data and work with retailers to address trends in real time–rather than looking back at what was successful after the fact or guessing at what might be successful in the future.

Investors have taken notice of Moonbug’s success in applying its model to its current programming line up, including Little Baby Bum, My Magic Pet Morphle, Supa Strikas and many more. The recent $120 million financing round was led by Growth Equity (GS Growth), part of Goldman Sachs’ Merchant Banking Division, and Fertitta Capital. The Raine Group and Felix Capital participated.

Funds will be used for growth and to make additional acquisitions in the continued drive by Moonbug to consolidate the most interesting and popular properties in the kids space.

Thomas & Friends celebrates International Friendship Day with interactive mosaic image

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Thomas & Friends unveiled a new digital artwork by renowned artist Nathan Wyburn to celebrate this year’s International Friendship Day on July 30th. The interactive mosaic image is made up of 400 pictures made by children from around the UK of themselves with their friends which they drew on their return to nursery and pre-school earlier this month.

The interactive mosaic image features a zoom function that allows viewers to look up close at each individual picture that collectively make up a gigantic image of Thomas, The Fat Controller and Royal engine Duchess based on a poster image of ‘Thomas & Friends: The Royal Engine’, the episode which aired earlier this year as part of the brand’s 75th Anniversary celebrations.

The successful 22-mins special featured an introduction from Harry, the Duke of Sussex and starred actress Rosamund Pike as the voice of royal engine Duchess and now has its own toy line available to buy in shops and online.

Children from around the country have shared their drawings of themselves with their best friends. Plus, some exciting friends of the brand including Peter Andre, whose son, Theo and daughter, Millie have also joined in the fun.

The picture also includes some well-known celebrity friendships, including Ant and Dec, Ed Sheeran and Stormzy, Geri Horner and Emma Bunton and Idris Elba and Dwayne Johnson. These images were drawn by Thomas & Friends book illustrator, Daniel Crisp and included in the digital artwork for people to hunt for at www.thomasfriendshipday.com

Claudia Caron, marketing manager at Mattel, said: “In this special 75th anniversary year for Thomas & Friends, we are celebrating friendship in as many ways as possible. This includes taking a look at what it means to be a good friend and how we can nurture these important relationships, so they bring us a lifetime of joy and happiness.

“We know how difficult it has been for children not being able to see their friends recently, so we wanted to commission this very special artwork made up of all their pictures to immortalise these special friendships, and to raise a smile amongst everyone who sees it during these challenging times.”

The partnership is also being supported with further marketing support, including digital and social activations.

 

Kids Insights now launches into Canada and Australia as its global expansion continues

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Kids Insights, part of the kids’ market intelligence experts, The Insights People, is continuing its global expansion plans in order to meet the growing international market demand, with new launches into the Canadian and Australian markets. By adding the regions to its roster, they become the 10th and 11th operational markets for the firm.

This follows the company’s recent expansions into Brazil and Mexico, where it launched earlier this year.

Both Kids Insights Australia and Kids Insights Canada will be surveying 400 age and gender representative children between the ages of three and 18 in each respective country every week – or 21,000 a year – enabling the business to provide its data to clients in real-time and monthly insight reports identifying, tracking and evaluating current trends.

The launch into these two markets means that the company now surveys more than 4,000 children a week, and will now be surveying more than 200,000 kids a year across five continents and 11 countries in total.

The Insights People now operates in the UK, US, France, Germany, Italy, Spain, India, Brazil, Mexico, Australia, and Canada, and works with clients such as Amazon, F1, LEGO, MediaCom, Pokemon, SEGA, Warner Bros and Viacom and has recently grown to a team of 31 based in Manchester city centre.

Nick Richardson, CEO of The Insights People said: “We are delighted to be launching into both Australia and Canada. Like all of the markets in which we operate in, these markets are going through an extensive period of change. Agencies and brands are looking to understand these fluid and dynamic markets, and we have supported these countries and have also received huge demand for our award-winning service.

“Launching Kids Insights in Australia and Canada also represent an important milestone, as we are now surveying an additional 21,000 children in both countries, giving us a new total of 200,000 a year, and providing all of this data to our clients in real-time with expert analysis from our growing team of researchers and analysts.

“We look forward to supporting businesses in Australia and Canada and businesses looking to enter these markets with industry-leading independent data and insights.”

The company will also host a free a webinar under the title “The New Normal Within Kids Ecosystem”, which will be taking place on August 5th. This webinar will give attendees the chance to get an unrivalled overview of the changing nature of children’s attitudes, behaviours and consumption patterns as well as identifying some of the latest trends to watch out for.

To register for the free webinar, visit http://kidsinsights.com/webinar/

Anime specialist Crunchyroll hits 3 million streaming subscribers

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The anime specialist, Crunchyroll has hit a new milestone of 3 million subscribers to its global streaming service, highlighting both the growing audience for the animation genre and the platform’s own accelerating growth.

The WarnerMedia-owned business was founded in 2006 and had reached one million streaming subscribers in 2016. By the end of 2018 it had reached the 2 million subscribers mark. Having started out as a San Francisco-based online forum for uploaded anime clips and message boards, it has grown to over 70 million registered users in 200 countries.

The platform now proposes to be the world’s largest anime library with more than 1,000 titles and 30,000 episodes. Last year, Crunchyroll found a new home under WarnerMedia as part of the entertainment giant’s launch plans for HBO Max and a hub of anime curated by Crunchyroll.

The anime platform also recently detailed a slate of summer licensing partnerships across a plethora of categories and series.

“We are excited to announce these new licensing partnerships that serve our fans with quality products based on the shows they are passionate about,” said John Leonhardt, head of consumer products.

Titles from across the Crunchyroll portfolio that will enjoy new licensing partnerships include Bananya, Black Clover, Food Wars, and Mobile Suit Gundam, which will see new apparel and accessory ranges launch via Bioworld and posters from Trends International; Given which has been granted to both Great Eastern and Bioworld for apparel and accessories; Welcome to Demon School! Iruma Kun, Haikyu, The Quintessential Quintuplets, Sarazanmai, and That Time I Got Reincarnated as a Slime, which have each been granted to Great Eastern for apparel and accessories; and Cardcaptor Sakura: Clear Card, Dr Stone, Mob Psycho 100, and Yuri!!! on Ice, which were granted to Trends International for posters.

On top of this, The Junji Ito Cat Diary: Yon & Mu was granted to Ripple Junction for apparel and accessories, and Radiant was granted to Bioworld for apparel and accessories.

Other titles available for license include the new Crunchyroll Originals Tower of God, a dark fantasy action series, and The God of High School, a high-energy tournament competition series, both based on Webtoon comics of the same name, as well as Onyx Equinox, the story of a young Aztec boy fighting for humanity in Mesoamerica.

Crunchyroll currently manages all-rights for more than 350 anime titles, working with more than 100 global licensees to provide anime fans with the best lifestyle, fashion, and home goods products from their favourite series.

Crunchyroll also operates a direct to consumer retail destination, which recently launched a Godzilla streetwear collection with Toho International, Inc. through the in house streetwear brand Crunchyroll Loves. This DTC fan connection is further strengthened by Crunchyroll’s robust online community, with more than 40 million followers across social media.

 

“There’s opportunity in the chaos” – FanGirl Consulting’s Anita Castellar talks pop culture licensing

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While the world’s lockdown over the past few months will go down in history as a period of inertia for businesses worldwide, the pop culture merchandising space could be about to experience a further boom, as the industry ‘begins to spy opportunities within the chaos,’ to maximise on a newly engaged audience of fans created via the pandemic standstill.

While it’s true that the scene has found itself hitting the pause button along with the rest of the world over the course of the spring, with the temporary closure of retailers in the space hampering sales, a rising demand in pop culture merchandise could now be expected as a knock-on effect of audiences finding new properties to engage with via SVOD platforms during the season of staying home to stave off the spread of the coronavirus.

It’s according to Anita Castellar, founder and the face of FanGirl Consulting, a specialist in brand development and licensing within the pop culture space, that ‘opportunities are now starting to present themselves from within the chaos’ of the world’s reaction to the pandemic.

Streaming services like Netflix and Disney+ have played a major role in facilitating new engagement in content and fuelling the pop culture scene, while the demand for retro properties and the popularity of pockets of the pop culture space such as anime – both areas that were experience growth before the appearance of Covid-19 – has only gained momentum over recent months.

“A lot of the retro properties are coming back, there were a lot of these reunions that were happening during the lockdown with virtual reunions for Friends, The Office and so on, but then there’s also – in the vein that anime is becoming more and more mainstream in general – a ton of anime that is being watched and rediscovered nowadays,” Castellar told Licensing.biz.

“As far as pop culture and content, whether it’s older or newer – and Disney+ has helped a lot with Mandalorian which is on fire for them – there’s a lot of content being delivered which is really helping the cause. The Trolls movie debut on VOD was a great idea and I think it shows that people are willing to experiment now a little bit, they’ve seen that if you’re willing to toss something in to the fire, it might actually work.”

Couple the forced evolution of the licensing and entertainment industry at the hands of the pandemic and its restrictions with the light that has been shone on the topic of diversity, it’s been anything but a quiet period for the business.

“The Black Lives Matter movement is one that has been in movement for the last ten years, but people are finally waking up to it, and it is really good that people are now becoming conscientious,” said Castellar. “People are becoming conscientious of who their licensees are, who their vendor base is if they’re a retailer, and there’s more awareness of the companies that are out there.

“There’s a black-owned company called Saturday AM which published Manga – diverse Manga – which is finally getting recognition, so it’s really good that the world is opening up to companies that before this, many people didn’t know existed. We just have to make sure that this doesn’t die off. You have to make sure you are conscientiously pushing that forward.”

With a background in product development for toys with Disney Theme Parks, followed by her role with Hasbro as the global brand manager for the Star Wars master toy line, Castellar has a deep affinity with the pop culture toy space. Her latest client signing – Panda Mony Toys – falls well within that region, presenting its retro-style Alter Nation action figure toy line.

Under the new partnership, Castellar and the FanGirl Consulting team will work to promote and market the Alter Nation name as it looks to take on the toy industry.

“They want to have their own voice, so we are trying to curate that in the framework of a very traditional toy industry,” said Castellar. “We have to balance off being the rebels. We can’t piss everybody off then expect them to be our friends and buy our products, so we’re trying to balance that off.”

Alter Nation comes with its own series of webisodes, animated in a retro style that will speak to an audience of nostalgia-chasers, while presenting a wholly unique, new IP within the toy space. Already the team has been in conversation with broadcasters to develop the webisodes into an animated series for TV or SVOD.

What’s clear is that Castellar and the FanGirl Consulting unit is now looking at how to start bringing new approaches and ideas to the branding, merchandising, and licensing business, a message that she often likes to promote through her FanGirl Friday social media platform, that, over the course of lockdown, has evolved into a live streaming event each Friday via Instagram.

“I wanted to keep in touch in a way that wasn’t sales-y but showcased the knowledge that we have in the company. And just have some fun,” she said. “Fangirl Friday was something I posted 10 to 15 years ago on social media, it became part of my personal brand. It’s fun, and there’s a business piece behind it as well, and I wanted a platform that showcased talent, information, networking and it’s an easy way to stream all of that.

“I think a lot of us will have to shift that way; it won’t go away. The community piece and connection, we all know and feel that very keenly – a virtual event won’t replace a sense of community when you’re face to face with people you work with.”

 

Olivia Colman and Tom Hardy among narrators of new Beatrix Potter: The Complete Tales audio edition

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Penguin Random House is marking Beatrix Potter’s birthday today with the unveiling of a new audio edition of Beatrix Potter: The Complete Tales, starring narration from by a stellar cast including Olivia Colman, Mandip Gill, and Tom Hardy.

Featuring all 23 of the classic tales that have entertained children across the generations, from Peter Rabbit (narrated by Colman) to Mrs Tiggy-Winkle (narrated by Lily James) and Mr Jeremy Fisher (narrated by David Harewood), the new collection brings each storybook to life in audio with sound effects and music.

The collection will be published on September 17th this year in audio download and on CD.

The complete cast of voices include: Olivia Colman, Richard Armitage, Tom Hardy, Pearl Mackie, David Harewood, James Norton, David Tennant, Suranne Jones, Aisling Bea, Yrsa Daley-Ward, Hugh Bonneville, Lily James, Gemma Whelan, Mandip Gill, Jessie Ware, James Acaster, Jenna Coleman, Joanna Lumley, Will Young, Matt Baker, Robert Webb, Alfred Enoch, and Ben Bailey Smith.

As part of the unveiling, you can even listen to an exclusive extract of The Tale of Peter Rabbit, read by Olivia Colman here.

 Star of Downton Abbey and W1A, and reader of The Tale of Mr. Tod, Hugh Bonneville said: “Reading The Tale of Mr. Todagain after many decades, I was delighted to discover that the animals that Beatrix Potter loved, drew and wrote such entertaining stories about have stood the test of time. Mischievous creatures, family calamities – action packed.”

 Suranne Jones, star of Doctor Foster and Gentleman Jack, and reader of The Tale of Jemima Puddle-Duck said: “I was so thrilled to be asked to read The Tale of Jemima Puddle-Duck as I was a huge Beatrix Potter fan as a young girl and my son was gifted the whole Peter Rabbit library when he was born too.

“The night before I went to record the story we all read it together which was incredibly sweet. I’m glad the characters have been committed to audio so many more families can share in their adventures.”

Today, more than two million Beatrix Potter books are sold across the world every year, equating to four books every minute.

 Ygraine Cadlock, editorial director, PRH Children’s Picture Books and Partnerships, said: “The tales of Beatrix Potter are loved by generations of readers around the world. We know how much children have enjoyed listening to the stories over the years, and we’re hugely excited at launching this audio collection with a fantastic cast of new names.

“These narrations bring Beatrix’s much-loved characters to life and are sure to enchant children and families everywhere.”

WildBrain CPLG partners leading Italian design school to celebrate 65 years of Miffy

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The entertainment, sport, and brand licensing agency, WildBrain CPLG has teamed with the Italian design school Istituto Europeo di Design for a new fashion project that celebrates the 65th anniversary of Mercis BV’s character brand Miffy.

The project has seen students from award-winning design schools in the UK, Hong Kong, Italy, Mexico, and the Netherlands create limited edition Miffy plush, which are now on display in an exhibition titled ‘Miffy: 65 Years a Source of Inspiration’ at Centraal Museum in Utrecht.

Massimo Giacon, tutor and professor at IED, said: “I was delighted to oversee this design project – the Miffy character is known and loved all over the world, and it was an invigorating creative challenge. My priority was to demonstrate the story behind Miffy, and emphasise the character’s innocence and magic – harnessing the youthful energy and hope of our students as a lens for the project.

“Even if in our contemporary world there seems to be no space for simplicity and goodness, actually there is a great need for beauty. The final results created by IED students were so amazing they inspired me to create my own Miffy designs, and I’m sure all visitors to the exhibition will feel the same type of magic from this adorable character.”

Maria Gurrieri, managing director at WildBrain CPLG Southern Europe, added: “It has been a real pleasure to collaborate with Mercis BV and IED Milano on this project to celebrate young artists and design excellence as part of Miffy’s 65th anniversary. Creative partnerships such as these are an integral part of our strategy for Miffy in Italy as we look to build upon the brand’s legacy while also introducing Dick Bruna’s iconic creation to a new generation.

“We are delighted to see all the fantastic designs the students have created, which are testament to the inspiration Miffy has provided for designers over the last 65 years.”

In total, 86 Miffy plush designs were created by the international design students and are now on display at Centraal Museum Utrecht. This includes 20 designs from the 15 students involved at IED, across the institution’s Visual Arts, Fashion, Design and Communication courses.

The designs selected for the exhibition include Miffy in a space suit inspired by the film 2001: A Space Odyssey, and Miffy in an haute couture dress. The ten best designs have been selected by a jury of prominent fashion designers.

A compilation of ten designs from all participating academies will form the limited edition collectible collection which will be made available later this year.