Mercis and Rocket announce new Miffy Cath Kidston collection

Miffy, loved by children and adults alike since 1955, is celebrating a major anniversary this year. Now, Rocket Licensing, which manages UK licensing for Miffy on behalf of brand owner Mercis, has announced a second Miffy x Cath Kidston collection of homewares, apparel and accessories across women’s and childrenswear, perfectly timed for Miffy’s 70th birthday year.

The first Miffy x Cath Kidston range was not only a commercial success, with some lines selling out within days, but also an award winner at both the 2024 Junior Design Awards and the 2024 Licensing Awards. It was restocked – and expanded – for the autumn/winter market when it was a highlight of the triumphant opening of a new, dedicated Cath Kidston store at Westfield London, the first and only UK store for the heritage brand.

Emboldened by the success of the first collection, and with celebrations for Miffy’s 70th birthday year very much in mind, this spring Cath Kidston is launching a very special and even bigger range online and in its new, flagship Cath Kidston store, as well as with key Cath Kidston retail partners globally in Thailand, Taiwan, Japan, Hong Kong, Vietnam and South Korea.

To celebrate the retail launch, the Cath Kidston Westfield London store is hosting a ‘Meet Miffy’ day on the 5th of April from 11am, where fans will be able to explore the new collection in person, take a photo with Miffy and be treated to some special Miffy sweet treats.

Miffy is an instantly recognisable design classic thanks to her bright colours, friendliness and simplicity of design, making her beloved by millions. Cath Kidston is an iconic lifestyle name whose hand-painted craftsmanship and colourful, playful designs are entwined with British culture. The range includes almost fifty wonderful products across dresses, jackets, pyjamas, bags, backpacks, travel pouches, purses, mugs, laundry baskets, and much, much more, offering a unique exploration of both iconic brands.

Inspired by Dick Bruna’s process of layering colours to create the world of Miffy and her friends, the Cath Kidston design team have created a collection of six prints combining the craft and artistry of both brands by creating a colourful world for Miffy to play in based on Cath Kidston’s own hand-painted florals.

The new collection of limited-edition Cath Kidston prints has been created with craft at its heart, by cutting flower shapes out of paper and combining them with original Miffy drawings to give the delightful effect of Miffy playing, camping or painting among the flowers or merged in the iconic Cath Kidston Cowgirl print, where Miffy features riding a tortoise. In one design she even appears to be weaving the floral lace around her.

The Cath Kidston team took its research very seriously – even going to Miffy’s home to ensure an authentic representation of the much-loved character! As Holly Marler, Head of Creative, Cath Kidston, says: “We were so inspired by our trip to Utrecht last year and our visit to Dick Bruna’s studio. A celebration of craftsmanship and Bruna’s process is really at the heart of this collaboration.”

The extensive new collection will launch this month at retail supported with a comprehensive marketing campaign for this eagerly awaited collection, including bespoke, behind-the-designs content, giveaways, prizes, dedicated window displays, social media, influencers, and, in the week of the launch, meet and greets with Miffy herself, at the Westfield London Cath Kidston store.

The coming year will see already strong awareness further boosted by promotional events and media coverage around Miffy’s 70th anniversary – and many more licensee announcements.

Holly Marler says: “Miffy brings such joy to so many people and we took special care to reflect that by creating a colourful world for her to play in from our hand-painted florals – one that represents both brands authentically. Each of our prints was dedicated to representing artistry and craft – from crochet to illustration, paper cutting and painting. We so hope fans of Miffy and Cath Kidston alike love it as much as we do.”

Marja Kerkhof, Managing Director of global Miffy brand owner, Mercis, says: “Miffy is as fresh, joyous and delightful today as she was when she first arrived in 1955, and this partnership captures those qualities and beautifully unites them with the magical floral worlds of Cath Kidston. This collection will, once again, delight children and adults globally.”

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “The reaction to this exciting partnership from the public, the fashion world and the licensing industry in 2024 exceeded our expectations. With that major success still fresh in everyone’s minds and in Miffy’s 70th birthday year, it’s a perfect time to expand and enhance a range that takes the best from two beloved brands to make something truly unique. This is another wonderful collection and a very special retail proposition.”