CPLG has secured a deal with Mercis to represent its portfolio of brands – including Miffy – in the Nordics and Central Eastern Europe.
The agent is now aiming to bring ‘the charm and simplicity’ of Miffy to a new audience following the deal.
"Miffy’s current 60th anniversary has already become a memorable milestone in a proud legacy, and we feel that this partnership will position Miffy correctly to continue these celebrations in the Nordics and Central Eastern Europe," said Marja Kerkhof, MD at Mercis.
"We believe that CPLG Nordic and CPLG CEE are well positioned to not only translate but also implement the creative, visionary, authentic, fun and reliable characteristics of Miffy and her friends locally.
"We look forward to a productive and enjoyable partnership with Maarten and his passionate team."
Maarten Weck, MD of CPLG Northern Europe, added: "We are extremely excited to be representing the Mercis portfolio and bringing the charm and simplicity of Miffy to a new audience.
"We believe the strengths translate across multiple age groups, from infant through to adult fashion, and we look forward to talking to partners and building the brand for the long-term. Both Jenny Strehle, in Nordic, and Slawomir Ekiert in CEE, are thrilled to work on such an iconic brand."