Dutch character brand will expand its presence in the GAS region through social media campaigns, licensing agreements and more.

German brand management company m4e is adjusting its marketing activities to modify Dutch artist Dick Bruna’s classic character Miffy as a lifestyle brand in German-speaking territories.

To achieve its licensing goals, the brand management company will initially concentrate on a social media campaign to develop a solid base of fans and consumers–targeting young women, mothers, babies and kids. The campaign will also aim to reach relevant influencers to generate a wider brand recognition and will make use of the overall values of the Miffy brand.

“We are sure that m4e will manage to establish Miffy as a brand by setting new impulses in the market,” says Marja Kerkhof, managing director Mercis, the brand’s international owner and licensor. “First responses from the licensing industry are very promising.”

Last year, the brand secured deals with retailers H&M and C&A that saw the creation of Miffy apparel collections. However, m4e is now seeking to add more licensees to the brand’s licensing roster for the German-speaking territories.