The 45 inteprid industry colleagues taking part in the Miffy & Friends Charity Cycle Challenge created a colourful scene as they set off from the Emirates Cable Car in London at 8.30am this morning.
Bringing together the UK and Dutch licensing communities, as well as other international licensing partners, the group had already raised £50,500 by first thing this morning for The Light Fund and €25,000 for The Children's Hospital in Utrecht.
Nervous participants posed for photos with Miffy, against a backdrop of colourful banners and beach flags sponsored by a wide selection of character-owners and industry partners.
Two pelotons then headed out on the road to Folkestone - the first peloton is aiming for a speed of 16 miles per hour and the slower one at 13 miles per hour. The pace in each is being set by a lead cyclist from Sports Connection, the company managing the ride.
One of the group is already nursing an injury - on his last cycle at the weekend, Icon Live's Warren Traeger was hit by a car and knocked off his bike. He is still in massive pain and was in a sling until this morning, but is heroically carrying on.
Britain's oldest brewery in Kent is today's lunch stop - no doubt enabling the riders to replenish their energy levels before tackling the significant gradients of the South Downs north of Folkestone.
To donate to the charities supported by the Miffy & Friends Charity Cycle Challenge, please visit the following Justgiving pages (or you can sponsor individual participants by visiting their own pages):
The Light Fund:
The Willhelmina Kinderziekenhuis Children's Hospital:
To keep up with live updates from the group's progeess, visit