Simon & Schuster to relaunch Miffy - Licensing.biz

Simon & Schuster to relaunch Miffy

Firm becomes the new UK publisher for classic children's property.
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The Miffy brand will undergo a complete relaunch in February 2014, after Simon & Schuster revealed that it has come on board as the new UK publisher.

For the first time in 50 years, the English translations of the classic Miffy stories - written and illustrated by Dutch graphic artist, Dick Bruna - will be updated to appeal to a modern British audience. The books were first published in the UK in 1963.

A variety of new, novelty and activity formats will also be published alongside the traditional Miffy hardback books.

The S&S publishing programme will launch in February 2014 with three Miffy stories in the small, square hardback format (which Bruna adopted for all his picture books in the 1960s as he believed that this was the ideal shape for small hands).

Miffy, Miffy at the Gallery and Miffy at the Zoo will feature new translations of Bruna's original rhyming verse by British poet, Tony Mitton. He has updated the language, while staying faithful to the storyline of each title.

S&S will also be launching Miffy's Play Day paperback with stickers, Miffy's Day Sticker Activity Book and Miffy's Colouring and Sticker Activity Book.

To celebrate the 50th anniversary of Bruna'a classic nativity story, S&S will publish a special gift edition of Christmas on October 24th. It has been given a new look in celebration of the half century, featuring gold embossing and ribbon bookmark with iconic Bruna angel.

Meg Wang, editorial director, licensing, commented: "Generations of British children grew up with Miffy - and now as parents, are introducing this loveable and iconic character to their own children. We're thrilled to be bringing Miffy to a wider audience in the UK with brand new activity and novelty books, while also introducing a new generation to the classic Miffy stories through the newly-translated hardbacks."

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