Miffy at BLE: a beloved brand with something for all ages
Miffy, the iconic brand created by Dick Bruna in 1955 and celebrating her 70th anniversary this year, is the focus of a number of major launches in the run-up to BLE – and beyond – that will make her a major talking point for retailers, the licensing industry and consumers.
Not only that but continuing excellent sales have been accompanied by awards recognition including, only weeks before BLE, a win for the Miffy Collection from Cambridge Satchel in the Best Licensed Adult Apparel or Accessories Range at the 2025 UK Licensing Awards.
A list of new licences underlines the extraordinary diversity of Miffy’s appeal, both in terms of age groups and product categories. It extends from baby and toddler wear and toiletry gifting to stationery, heatable plush – and much more.
Among recent arrivals in store has been a baby and toddler wear range exclusively produced for Marks and Spencer by Paul Dennicci of the Blues Group, a leading name in both quality textile design and creating licensed kids’ apparel.
Launched in early September, the seven-piece collection includes a sweat outfit, a collared sweatshirt, and a hoodie and bottom outfit, as well as a standalone hoodie, all aimed at the 0-3 age group. There are also M&S pyjamas for 1-12-year-olds, from Fashion UK and slippers and trainers from Brand International Group. All the items combine simple background colours with beautiful illustrations showing the face or name (or both) of toddlers’ favourite little bunny.
Another recent arrival at retail, targeting a much wider age group, has been a toiletry gifting Miffy x Cath Kidston range for major high street retailer Boots from Heathcote & Ivory, a leading British beauty and toiletries company. Its design is inspired by iconic lifestyle name Cath Kidston, whose prints are entwined with British culture.
There really is something for all ages here, including an overnight washbag, a top-to-toe kit, a hands & lip set, a beauty tote bag, a manicure tin gift set, three 50ml assorted body sprays, a mug set, a body treats tin, a 100g tin candle (fragranced with red berry and cedar), and a 200g bath fizzer.
The beautiful botanical designs that support the Cath Kidston x Miffy collaboration see the playful bunny adventuring through vines and plants, capturing an essence of fun and curiosity. The Miffy x Cath Kidston range is available both in store and online, with special deals for online buyers.
Hard on the heels of these launches – in Q4 2025 – will be the retail and online launch of plush with a natural grain filling that holds heat, from Warmies, whose blend of softness, comforting weight, and therapeutic warmth, not to mention the calming aroma of French lavender, is loved by all ages.
Also on the way to retail soon are some beautiful stationery and accessory ranges, which are set to launch in spring next year from licensed stationery and gifts specialist Blueprint Collections. Combining delicate floral designs with instantly recognisable Miffy imagery, they include pens, notebooks, bags, stickers, keyrings, sippy cups and more.
It's already been a busy 2025 for Miffy whose 70th anniversary year sees not only many product launches but also the launch of a new CGI animated TV series from StudioCanal, Mercis, and SUPERPROD Animation. The series retains Miffy’s iconic look but is set in a contemporary world and features new stories and characters and, for the first time, Miffy with a voice! Sky has acquired the UK rights for the series.
And 2026 looks like building even more on the momentum that has made Miffy a global phenomenon, with over 85 million books sold worldwide, supported by television series, YouTube channels, multiple influencers and celebrities and a loyal and growing social media following across many channels, not to mention licensing partnerships. A target market ranging from infants and toddlers to teens and young adults has brought huge success to retail across a range of partners such as Next, M&S, Boots, Skinnydip, Urban Outfitters and Daisy Street, to name only a few.
The recent range of Miffy product includes apparel, accessories and bags, plush, infant development, homewares and textiles and greetings cards. Brand collaborations, including the ongoing and award-winning partnership with Cath Kidston, are a key part of the Miffy consumer product programme in the UK as well as globally.
You can find out a lot more about Miffy at the Rocket Licensing stand (A205). As Rob Wijeratna, Joint Managing Director of Rocket Licensing, which manages the Miffy licensing campaign in the UK for brand owner Mercis, explains: “This beloved classic and modern style icon will have a powerful presence at BLE driven by strong and well-chosen brand collaborations and a continuing extension of the Miffy brand into products that are adored by everyone – from babies to young adults. Miffy has had a great 2025 and we’re looking forward to further success in early 2026. Indeed, we’re already receiving enquiries for later next year – and beyond!”
Marja Kerhof, MD of Mercis, says: “Her combination of simplicity, charm and an instantly recognisable look famous for 70 years have taken Dick Bruna’s beloved creation into millions of homes globally across multiple categories. Miffy is loved and admired by all ages and these licensing successes in so many diverse categories have made her more popular than ever in her 70th anniversary year. We’re looking forward to extending the reach of this iconic brand even further in the years to come to meet ever-growing demand.”