Miffy hops into Partnership with Kids Preferred
Miffy, the globally beloved bunny created by Dutch artist Dick Bruna, will be hopping into the arms of infants next year through a brand new partnership with Kids Preferred, which will bring new items in the plush, soft books, and baby developmental toys categories to consumers across the US and Canada. The collection will be featured in the Kids Preferred 2025 catalog. This anticipated collection will bring this timeless character to the next generation of young children, providing a cute, kind, and curious companion as they grow and learn.
“We are excited to broaden our licensed toy portfolio and the addition of Miffy is a seamless fit,” announced Larry Presser, President of Kids Preferred. “Miffy has amassed a dedicated worldwide fanbase and we look forward to creating fun, innovative toys for fans of all ages that will be available throughout the North American marketplace beginning early 2025.”
Born of a beloved bedtime story tradition between Bruna and his son, Miffy has been a child-favorite character for 69 years for her positivity, adventurous nature, and innocence. Miffy has grown into a global sensation despite her humble Dutch roots, with over 85 million books sold in more than 50 languages and a TV show broadcast via 70 television stations worldwide. In recent years, millennials and Gen Z have been captivated by her simple style and embrace of nostalgic childhood joy, creating a deep cross-generational fanbase of young people and young parents.
“We are so excited to collaborate with Kids Preferred and introduce a new generation of children to Miffy, her friends, and their incredible adventures,” said Jackie DeMaio, Senior Licensing Director at The Joester Loria Group. “From growing and learning with Miffy through developmental toys to experiencing the magic of her stories as she explores the world, young children will develop a fast friendship with the world’s favorite bunny.”
New parents look for innovative soft toys with superior quality. Grandparents look for gifts that are both playful designs and create everlasting childhood memories. Kids Preferred remains committed to bringing to the marketplace soft toys and gifts that are soft, superior, reliable and safe – and soon featuring Miffy. The licensing deal covers the US and Canada starting June 2024. The partnership was brokered by The Joester Loria Group, the North American licensing agent for Mercis bv’s MIFFY & FRIENDS brand.
