Under the new agreement, WildBrain CPLG will drive strategic LBE initiatives for Miffy and Friends with a focus on long‑term, ticketed physical experiences, including family entertainment centres, theme parks, cruises, hotels, resorts and water parks, as the beloved brand continues to evolve beyond consumer products into experiential formats designed to drive sustained engagement and repeat visitation.
Miffy and Friends celebrated its 70th anniversary in 2025 with an extensive slate of high‑profile licensing collaborations worldwide, reinforcing the brand’s timeless appeal and cross‑generational resonance, setting the stage for its next phase of global experiential growth. That momentum continues into 2026, with a robust pipeline of new partnerships designed to introduce the iconic characters to new audiences while deepening engagement with long‑standing fans. WildBrain CPLG represents licensing rights for Miffy and Friends across the Nordics, Poland, Italy, Greece, the Middle East and India.
The phenomenal growth that Miffy is experiencing worldwide will be further boosted this year by the launch of a new 78-episode “Miffy and Friends” TV series, already available in many territories worldwide.
“As Miffy and Friends continues to grow as a global brand following its milestone 70th anniversary year, location‑based entertainment gives us a powerful new way to bring Miffy’s universe to life. Across key markets, including China, Southeast Asia, South Korea and the Middle East, there is strong demand for high‑quality, family‑focused attractions, making this an exciting next chapter for the brand. With WildBrain CPLG’s deep expertise across both experiential and consumer products licensing, we have the right partner to realise this vision.”
Marja Kerkhof, Managing Director at Mercis Bv
“With its instantly recognizable storytelling, design-led visual identity and deep emotional connection with families, the Miffy and Friends brand lends itself naturally to immersive experiences that can travel across territories and formats. Together with Mercis Bv, we’re focused on building a strong slate of location-based experiences that stay true to the brand while resonating with local audiences, bringing Miffy’s world to life and supporting the brand’s continued global consumer products growth.”
Evi Sari, VP, Global LBE at WildBrain CPLG