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JLG to Amp Up Miffy’s 65th

Mercis, the company that manages the commercial activities for late author/illustrator Dick Bruna, has named the Joester Loria Group as brand licensing agency for Bruna’s Miffy character in North America.

JLG is working on a full licensing program to coincide with the property’s 65th-anniversary celebrations in 2020.

The focus will be products for both infants/toddlers and adults, which will be sold by specialty stores and other high-end retailers.

While there is “Miffy” licensing in North America tied to the 3D-animated TV show, which airs on Nickelodeon, the emphasis now will be on the classic book art and the 10 style guides Mercis has developed for on-trend lifestyle products.

Collaborations with fashion-forward designers and experiential initiatives such as touring museum shows, which have been important internationally, are also part of the plan.

“Miffy is a sophisticated, art-based property,” says Debra Joester, president and owner, Joester Loria Group. “The black-and-white artwork, a centerpiece of the global collection of products, is beautifully on-trend, while the entire portfolio of 2D art provides exceptional creative assets for lifestyle categories.”

JLG will focus on new brand extensions on the classic 2D art, plush, soft goods for infants and adults and products for the home.

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