U.K. Readies for Miffy's 60th

Miffy is getting ready to celebrate her 60th anniversary next year with plans for a host of events, partnerships and product launches in the U.K.

April 6, 2018

U.K. Readies for Miffy's 60th

Classic children’s book character Miffy is getting ready to celebrate her 60th anniversary next year with plans for a host of events, partnerships and product launches in the U.K.

Celebrations have already begun in the U.K. in a partnership with national charity Bliss, which helps care for premature and sick babies. A special Miffy comfort blanket promotion was launched on World Prematurity Day (Nov. 17), with donations going to Bliss. Additionally, new Miffy baking products will support the Bliss Cake a Difference event slated for February and the Bliss flagship Buggy Push will take place in London on Miffy’s birthday, June 21.

U.K. nurseries and preschools are planning Miffy-themed craft events and parties in the run-up to Easter, while Storysack and Miffy will team up in the spring to provide schools and nurseries with a Miffy-themed cloth bag, packed with books, soft toys and storytelling props.

Simon & Schuster will join in the celebrations next year with the launch of new novelty and

gift books including

Miffy and the Royal

Baby

, which will be published in March, and a special anniversary edition of

Miffy’s Birthday

in June.

A number of other new products will also be launching to mark the anniversary including a spring babywear line at M&S, and a sleepsuit and hat set in Boots' Mini-Club from babywear licensee Dennicci. Rainbow Designs is producing a range of new Miffy toys including new plush formats, wooden toys and stacking blocks.

"Miffy will be in the spotlight more than ever in the coming months, as the world celebrates six decades of her success," says Alicia Davenport, licensing director, DRi, which represents the brand for licensing. "We're delighted to be at the heart of these momentous celebrations and excited by all that the Miffy licensing program has lined up for 2015."

Worldwide, Miffy's 60th celebratory events in 2015 include exhibitions, a new musical and TV show, commemorative stamps, floral displays and children's parties.

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