Kidz Entertainment/EEMC has been appointed to represent classic property Miffy across the Nordic and Eastern Europe regions.
The firm is now looking to bring Miffy products for all age groups to key retailers in the region. Upscale retailer KappAhl started the licensing drive exclusively last autumn with a range of apparel for children and young teens.
The programme will now expand to cover categories such as toys, publishing, stationery, bags and accessories.
"In Miffy we have found a property that is iconic and resonates with teens and adults," said Anna Lisa McBride, Kidz Entertainment's president and CEO. "It's grounded in publishing and artwork and not based on entertainment and it's very nice for us to be working on a property that is essentially for children, but extends beyond that age group.
"Miffy is a very welcome addition to this market."
Miffy was created by Dutch author Dick Bruna in 1955 and 2009 will mark the publication of his 120th book.
Marja Kerkhof, MD of Mercis, added: "We believe it's time that Miffy gets more visibility in both Scandinavia and Eastern Europe."