DRi Licensing is marking the start of Miffy's 60th anniversary celebrations in the UK with a collaboration with premature baby charity Bliss.
World Prematurity Day is on November 17th this year and sees Bliss partner with Dick Bruna's little white bunny to fundraise for the one in nine babies and their families who need the charity's help and support.
Miffy celebrates 60 years in 2015 and the partnership with Bliss kick starts a raft of activity planned for both the UK and international markets.
Soft toys are not allowed in ICU incubators so new mums are encouraged to use comfort blankets to transfer their natural scent.
A Miffy Bliss Comfort Blanket will launch on World Prematurity Day, with £3.50 of the proceeds being donated to the charity. New Miffy baking products are being released in January to support Bliss' 'Cake a Difference' event on February 12th to 15th, with donations from the sale of each item going to Bliss.
Miffy turns 60 in June 2015 and throughout the birthday month, nurseries and pre-schools across the UK will help raise money for Bliss with a special Miffy-themed birthday party.
Bliss' flagship 'buggy push' will take place in London on June 21st, Miffy's actual birthday. The character will be there to encourage participants and a brand new range of personalised Miffy Bliss t-shirts will be pre-sold for the event, with £2 from the sale of each t-shirt donated to Bliss.
"We're delighted that Miffy will become the face of such a worthwhile and important charity here in the UK, especially as the Bliss partnership signals the start of Miffy's momentous 60th anniversary celebrations."