Rocket Licensing, which manages UK licensing for Miffy on behalf of brand owner Mercis, has confirmed a second Miffy x Cath Kidston collection of homewares, apparel and accessories across women’s and childrenswear ready for Miffy’s 70th birthday year.
The first Miffy x Cath Kidston range was not only a commercial success, with some lines selling out within days, but also an award winner at both the 2024 Junior Design Awards and the 2024 Licensing Awards. It was restocked – and expanded – for the autumn/winter market, when it was a highlight of the opening of a new dedicated Cath Kidston store at Westfield London, the first and only UK store for the heritage brand.
Emboldened by the success of the first collection, and with celebrations for Miffy’s 70th birthday year in mind, this spring sees Cath Kidston launch an even bigger range online and in its new flagship Cath Kidston store, as well as with key Cath Kidston retail partners globally in Thailand, Taiwan, Japan, Hong Kong, Vietnam and South Korea.
To celebrate the retail launch, the Cath Kidston Westfield London store is hosting a Meet Miffy day on the 5 April, where fans can explore the new collection in person, take a photo with Miffy, and enjoy special Miffy sweet treats.
Miffy x Cath Kidston collection
Inspired by Dick Bruna’s process of layering colours to create the world of Miffy and her friends, the Cath Kidston design team has produced a collection of six prints combining the craft and artistry of both brands, creating a colourful world for Miffy to play in based on Cath Kidston’s hand-painted florals.
The new collection of limited-edition Cath Kidston prints has craft at its heart, cutting flower shapes out of paper and combining them with original Miffy drawings to give the effect of Miffy playing, camping or painting among the flowers or merging with the iconic Cath Kidston Cowgirl print, where Miffy features riding a tortoise. In one design, she even appears to be weaving the floral lace around her.
The extensive new collection will launch this month at retail, supported by a comprehensive marketing campaign including behind-the-designs content, giveaways, prizes, dedicated window displays, social media, influencers and, in the week of the launch, meet and greets with Miffy herself at the Westfield London Cath Kidston store.
The coming year will see promotional events and media coverage around Miffy’s 70th anniversary, plus many more licensee announcements.
“Miffy brings such joy to so many people,” say Holly Marler, Head of Creative at Cath Kidston. “We took special care to reflect that by creating a colourful world for her to play in from our hand-painted florals, one that represents both brands authentically. Each of our prints was dedicated to representing artistry and craft, from crochet to illustration, paper cutting and painting. We hope fans of Miffy and Cath Kidston alike love it as much as we do.”
Marja Kerkhof, MD of global Miffy brand owner, Mercis, adds: “Miffy is as fresh, joyous and delightful today as she was when she first arrived in 1955, and this partnership captures those qualities and beautifully unites them with the magical floral worlds of Cath Kidston. This collection will, once again, delight children and adults globally.”
“The reaction to this exciting partnership from the public, the fashion world and the licensing industry in 2024, exceeded our expectations,” concludes Rob Wijeratna, joint MD of Rocket Licensing. “With that major success still fresh in everyone’s minds and in Miffy’s 70th birthday year, it’s a perfect time to expand and enhance a range that takes the best from two beloved brands to make something truly unique. This is another wonderful collection and a very special retail proposition.”
