Simon and Schuster Children’s Books has been named as the new U.K. publisher for the classic children’s property Miffy and plans to re-launch the brand in February 2014.

For the first time in 50 years, the English translations of the classic Miffy stories– written and illustrated by Dutch graphic artist, Dick Bruna–will be updated to appeal to a modern British audience.

S&S plans to release a variety of new novelty and activity formats alongside the traditional Miffy hardback books.

The new Miffy publishing program will launch next year with three Miffy stories and three activity books.

To celebrate the brand’s 50th anniversary, S&S is also planning to publish a special gift edition of Christmas on Oct. 24.

"Generations of British children grew up with Miffy and now as parents are introducing this loveable and iconic character to their own children,” says Meg Wang, editorial director, licensing, Simon and Schuster Children’s Books. “Dick Bruna's stories explore the extraordinary wonder of everyday things in a child's life, which have proven to be both timeless and universal. We’re thrilled to be bringing Miffy to a wider audience in the U.K. with brand new activity and novelty books, while also introducing a new generation to the classic Miffy stories through the newly-translated hardbacks."