Miffy readies for busy 2014 - Licensing.biz

Miffy readies for busy 2014

Updated publishing, plus new greetings cards, posters, magnets and tote bags on way.
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A raft of new products are rolling out for classic property Miffy, as fans get ready to celebrate its 60th anniversary in 2015.

Simon and Schuster Children's Books will be updating the English translation of the Miffy stories - written and illustrated by Dutch graphic artist, Dick Bruna - to appeal to a modern British audience.

The classic stories will be refreshed, while there will also be new novelty formats.

In addition, a range of greetings cards has been launched by Hype, while Star Editions will be rolling out a line of posters, postcards, magnets and tote bags for spring.

Long-term partner Rainbow Designs continues to see steady sales of its nursery plush collection, while new licensee Neviti has launched a range of party ware. Mothercare is also due to launch a range of layette items, including bodysuits and sleep suits, through baby wear partner Brecrest.

DRi will also be announcing an adult fashion partner soon, which will be targeting High Street and fashion retailers.

"This is a new chapter in the Miffy story and we have big plans for the brand over the next few years," said Alicia Davenport, director of DRi Licensing.

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