Announcing the first Miffy collection with H&M

Baby and kids’ range instore worldwide for Autumn/Winter 2016

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Mercis B.V. today announces its first global Miffy collection with fashion retailer, H&M. A range of baby and kids’ apparel and accessories featuring Miffy, the popular character from the iconic storybooks by Dutch artist Dick Bruna, will launch at the beginning of September.

The collection will be available in H&M stores across Europe, Middle East, Africa, North and South America and selected countries in Asia Pacific, as well as online via

Marja Kerkhof, Managing Director of property rights owner Mercis B.V, commented: “This exciting collection with H&M is the next step in the evolution of Dick Bruna’s classic brand. Launching lovely new Miffy designs through the partnership with H&M will not only enhance the global footprint but also brings it within reach of fashion-aware parents with babies and young children from all corners of the globe.

Miffy was “born” on 21 June 1955, when Dutch artist Dick Bruna, now retired, first drew the character to entertain his young son whilst on a rainy seaside holiday in Holland. The series of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood, immediately earning Bruna international critical acclaim as an author and artist.

61 years later, the Miffy books have sold more than 85 million copies, and are currently published in more than 50 languages. Merchandise is sold across five continents, there are several musicals, a Miffy movie and a TV series – series 1 and 2 of the new HD CGI Miffy’s Adventures Big and Small has had a recent global roll out, and series 3 is in the making for release in 2017. In 2015, Miffy celebrated her 60th anniversary with events around the world including commemorative stamps, new publishing, exhibitions and an art parade. Miffy also helped to promote the Grand Depart of the 2015 Tour de France which took place in Dick Bruna’s home town of Utrecht.

The Miffy X H&M collection comprises baby apparel for 0-24 months and kids clothing for ages 1-14 years, plus accessories.

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