Miffy Touts Exercise in the Netherlands | License Global

Miffy Touts Exercise in the Netherlands

With the Sochi Winter Olympics around the corner and Brazil readying for the world championship of soccer, Mercis is planning a series of events featuring its character Miffy to promote exercise among kids in the Netherlands.

The licensor of the Dick Bruna character has entered a long-term partnership with the Royal Dutch Gymnastics Union that will see Miffy serve as the exercise certificates ambassador for its kids’ exercise program, which is endorsed by the Dutch Olympic committee.

An interactive exposition “Sport is Spel” (“Sport is Play”) will also take place this year and into 2015 at the Dick Bruna House in the Netherlands’ Centraal Museum Utrecht. The exhibit will feature 100 original Bruna sports illustrations of Miffy and her friends. It will also feature character photo opportunities for kids, along with video messages from famous athletes such as Epke Zonderland (gymnastics), Siem de Jong (soccer) and Ranomi Kromodwidjojo (swimming).

Dick Bruna’s illustrated Sportboek (Sports Book) is also being re-published. Cycling, soccer, swimming and judo feature in this 1985 publication, in which each facing page combines an exercising child with the required sports gear.