DRi readies Miffy for 60th anniversary in 2015 - Licensing.biz

DRi readies Miffy for 60th anniversary in 2015

Raft of activities and initiatives taking place to mark milestone.
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Classic children's book character Miffy will be celebrating its 60th anniversary in 2015, with a host of events, partnerships and product launches planned.

Celebrations have already kicked off in the UK for the character - created by Dick Bruna - with a tie up with Bliss, the national charity that helps care for premature and sick babies.

A special Miffy comfort blanket was launched on World Prematurity Day on November 17th, with donations going to Bliss. New Miffy baking products will launch to support the Bliss 'Cake a Difference' event in February, while the Bliss flagship Buggy Push takes place in London on Miffy's birthday, June 21st, 2015.

UK nurseries and pre-schools are planning special Miffy-based craft events and parties in the run up to Easter. In addition, Storysack and Miffy are teaming up in the spring to provide schools and nurseries with a Miffy-themed cloth bag, packed with books, soft toys and storytelling props.

Simon & Schuster will launch new novelty and gift book publishing formats including Miffy and the Royal Baby in March, and a special anniversary edition of Miffy's Birthday in June.

A number of other new products will also be launching to mark the 60th anniversary including a spring babywear launch in M&S and a sleepsuit and hat set in Boots' Mini-Club from babywear licensee Dennicci.

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Rainbow Designs is also producing a range of new Miffy toys, including new plush formats and colourful wooden toys and stacking blocks.

"Miffy will be in the spotlight more than ever in the coming months, as the world celebrates six decades of her success," said Alicia Davenport, licensing director at DRi. "We're delighted to be at the heart of these momentous celebrations and excited by all that the Miffy licensing programme has lined up for 2015."

Worldwide, Miffy's 60th celebrations in 2015 include exhibitions, a new musical and TV show, commemorative stamps, floral displays and children's parties.

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