Under the terms of the deal, JLG will oversee the Miffy & Friends brand in the region with a focus on specialty distribution, design-centric products and more based on the brand’s library of creative assets.

JLG is ramping up for Miffy’s 65th anniversary in 2020, which will feature collaborations, special events, retail and marketing endeavors and more that honor the legacy of Dick Bruna’s classic characters.

Key categories include infant and toddler toys, apparel, feeding, home products and more. JLG will also work to expand the home and gift ranges following the success of the Mr. Maria Miffy lamp.

“Miffy is an evergreen literary property that enjoys exceptional success in Europe, China, Japan and the whole of Asia,” says Debra Joester, president and chief executive officer, The Joester Loria Group.“

JLG is excited to work with Mercis in tapping into Dick Bruna’s beautiful art and extending Miffy’s success to North America.” The new initiative will be supported via Miffy’s North American social media channels and in-school programs.