Global growth for Miffy as kids' and lifestyle icon bounds across Australia

Centa IP, the brand’s licensing agent for the region has lined up a string of local partners as it continues to eye new moves and partnerships to strengthen the brand down under.
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Children’s and lifestyle sector icon, Miffy is growing its global footprint thanks to a swathe of new deals across Australia.

Centa IP, the brand’s licensing agent for the region has lined up a string of local partners as it continues to eye new moves and partnerships to strengthen the brand down under.

Miffy has enjoyed a strong publishing base across Australasia since the 80s, giving the 63 year old brand a solid foundation in the region, strengthened by its home on ABC television.

Publishing partner, Hardie Grant has detailed a new collection of Miffy books, while a selection of new songs have also launched courtesy of Bolinda Publishing.

Elsewhere, newborn, infant and young adult apparel and accessory collections are being created locally by Designworks and Mitch Dowd and supported market wide via ABC online and Mitch Dowd’s Twidla App.

“We see a stable, continuous and well-balanced growth for the Miffy brand across Australia and with local and international partners,” Mark Teunissen, marketing manager at Mercis, Miffy brand owners, told Licensing.biz.

“I think that more and more partners are recognising that Miffy is more of a brand allowing it to extend into a variety of categories and products. This in turn reinforces the overall appeal and will only strengthen the fun, unpretentious, curious nature of Miffy and her friends while shining more light on her art and graphic design origins.”

Cotton On, Peter Alexander and H&M regularly feature Miffy creative on a range of fashion garments for Australia and New Zealand, while design driven online retailers such as Leo & Bella, Arrival Hall and Melijoe are complimenting the offering with quality gift and homeware collections from global partners.

“Miffy is truly a classic with 63 years under her belt, but never growing up,” continued Teunissen. “So the growth we see is both controlled, true to our brand values and inspirational. Not growth for the sake of growing but natural, solid, organic and always with an emphasis on fun and leaving room for fans’ own imagination.”

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