Miffy Joins Kids Preferred with Plush and Infant Playthings

Miffy, the bunny created by Dutch artist, Dick Bruna, has announced a new partnership with Kids Preferred, which will bring new items in the plush, soft books and baby developmental toy categories to consumers across the U.S. and Canada. The collection will be featured in the Kids Preferred 2025 catalog.

“We are excited to broaden our licensed toy portfolio, and the addition of Miffy is a seamless fit,” says Larry Presser, president, 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 from 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,” says Jackie DeMaio, senior licensing director, 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.”

The licensing deal, covering the U.S. and Canada, started in June. The partnership was brokered by The Joester Loria Group, the North American licensing agent for Mercis’ Miffy & Friends brand.