JLG has refreshed the Miffy brand strategy in North America, aligning with the global positioning that established Miffy as one of the world’s most successful literary brand extensions, a fashion icon and GenZ favorite.
Building on Miffy’s global “Year of the Rabbit” campaign with partners including Tommy Hilfiger, Baccarat, and Mulberry, JLG has tapped best in class partners in fashion, home and collectibles to deliver Miffy collections to specialty retailers. Classic Miffy favorites including the iconic Miffy lamp, a best seller at the MoMa Design Store, Urban Outfitters and Anthropologie, and premium children’s apparel brands Hanna Andersson, Kira Kids and Petidoux continues to drive success in sleepwear and apparel while LeSportsac’s Miffy bags sold out in days. There is much more Miffy excitement to come as we celebrate Miffy’s 70th birthday in 2025.
