Miffy Partners with Dumbgood

Miffy, created by Dutch artist Dick Bruna, enters the new season of fashion with an exciting update. Miffy is partnering for the first time with Dumbgood – the legendary pop-culture-inspired clothing brand. The new collection is available at Dumbgood|Miffy for Miffy fans located in the US.

Born of a beloved bedtime story tradition between Bruna and his son, Miffy has been a child-favorite character for 68 years for her positivity, adventurous nature, and innocence. Dumbgood blends 90s-2000s nostalgia and iconic pop culture brands to create apparel collections that feel new and relevant for today’s streetwear customer. The collaborations focus on insider details and cultural references for an audience that loves to reminisce about childhood memories stylishly. 

“We are so excited to partner with Dumbgood, a favorite brand among the most fashionable Zillennials,” says Jackie DeMaio, Senior Licensing Director at The Joester Loria Group, Miffy brand’s North American licensing agent. “This is a great chance for Miffy to engage with the new generation of fashion trendsetters.”

Miffy has grown into a global sensation despite her humble Dutch roots, with over 85 million books sold in more than 50 languages and broadcast via 70 television stations worldwide. In recent years, with the rise of Gen Z on social media, Miffy has enjoyed a public display of love and appreciation from young adults revisiting their childhood joys.

“Dumbgood’s partnership with Miffy comes at a perfect time as we continue to explore the iconic characters and themes that helped to shape youth culture and a whimsical grunge aesthetic in the 90s-00s. We think Miffy perfectly represents an uncomplicated optimism and friendship that we are all nostalgic for,” says a representative from Dumbgood.

These partnerships were brokered by The Joester Loria Group, the North American licensing agent for Mercis’ MIFFY & FRIENDS brand.