Miffy will be celebrating 60 years next year, and to mark the anniversary, she will be the mascot for the 2015 Tour de France.
DRi Licensing’s iconic brand will hit road during next year’s race which starts in June in Utrecht in the Netherlands, the hometwon of Miffy.
Miffy has already had a presence at this year’s Grand Depart with statues of Miffy sitting on top of four Le Tour Utrecht Skodas driving the course to promote next year’s race.
There is also a raft of anniversary activity planned in the UK next year.
Bliss, the UK charity that helps care for premature and sick babies, has chosen Miffy as its new brand ambassador in a partnership starting on November 17th, World Premature Day. This will be followed by key fund-raising events throughout 2015. Miffy will also feature across the charity’s literature distributed throughout the NHS.
"This is an exciting time for Miffy; the Tour de France partnership will put Miffy firmly on the world stage, and here in the UK, we have a great plan of activity to roll out," said Alicia Davenport, licensing director at DRi.
The celebratory events will lead up to Miffy’s birthday: June 21st and a month-long social media campaign will finish with three live digital events, planned to take place simultaneously in London, Tokyo and Amsterdam, over the weekend of June 20th and 21st.
On the product side, Simon & Schuster will publish new translations of the classic Miffy storybooks alongside new novelty and commemorative book formats.
There are also a number of product launches lined up from key licensees, including a number of babywear launches with key national accounts.