DRi Re-Launches Miffy Brand

Simon and Schuster Children’s Books, which was recently appointed as the brand’s new U.K. publisher, will update the English translations of the Miffy stories–written and illustrated by Dutch graphic artist Dick Bruna–to appeal to a modern British audience.

“We are very excited about the appointment of Simon & Schuster, an established and highly experienced children’s publisher, and are confident we’ve found a good home for Miffy. This is a new chapter in the Miffy story and we have big plans for the brand over the next few years,” says Alicia Davenport, director, DRi Licensing, which represents the property in the U.K.

A range of greeting cards featuring the classic Miffy brand has just been launched by Hype, and Star Editions has signed on to create a range of posters, postcards, magnets and tote bags for spring 2014.  

Long-term partner Rainbow Designs

Mothercare is also due to launch a range of layette items, including bodysuits and sleepsuits, through babywear partner Brecrest, and DRi will soon announce an adult fashion partner that will bring the brand to high street retailers.