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Rocket Licensing and Mercis bv announce Miffy x Cath Kidston collaboration

Rocket Licensing and Mercis bv announce Miffy x Cath Kidston collaboration

Thursday 18 April saw the long-awaited global launch of a multi-product collaboration between Miffy, the classic brand created by Dick Bruna, and iconic lifestyle brand, Cath Kidston, whose prints are entwined with British culture.

Available while stocks last, exclusively at NEXT in the UK, in Cath Kidston stores in Thailand, Hong Kong and Taiwan and on NEXT online globally, the limited-edition range includes a unique collection of bags and accessories for women and kids, women’s pyjamas and children’s dresses. And that’s not all! The collection also includes five special – and highly collectable – Made-In-England mugs that have seen an impressive pre-launch response.

An artful merging of illustrative worlds, this limited-edition collection partners Cath Kidston’s synonymously painterly florals with Miffy’s beloved graphic joy. A harmonious juxtaposition that embraces both brands’ sense of warm nostalgia and timeless aesthetic invites eager customers to enter a kaleidoscopic fantasy, where Miffy’s wardrobe is framed by hand-painted florals and her friends celebrate in cheerfully confident blocks of colour mixed with ditsies.

Anticipation has been high for this collection, not least thanks to an impressive pre-launch campaign that began with a social teaser post on 21 March pre-announcing the collaboration and was followed on 25 March by a sign-up email confirming the collaboration to the entire Cath Kidston database. Sneak peaks and hints of video content were followed on 11 April by a witty and beautiful ‘behind the curtain’ work in progress Cath Kidston x Miffy Instagram reel.

Known for its colourful and joyful palette, Cath Kidston boasts a range of playful designs and is perfectly suited to the much-loved, and instantly recognisable Miffy brand. Cath Kidston, whose prints are entwined with British culture, is a standalone brand within Next Plc.

Miffy’s move into womenswear is a timely response to a powerful and growing trend. Miffy has historically always been licensed and performed very well in the baby, toddler and young girls and boys demographics and related categories. However, the brand is increasingly popular with an older demographic, especially older teens and women, who remember the brand nostalgically from their younger days and love the Miffy look and clean graphical style. This trend has, in the past year, driven successful partnerships with Tommy Hilfiger, Mulberry, Skinny Dip, Daisy Street and now, of course, Cath Kidston.

Marja Kerkhof, Managing Director of global Miffy brand owner, Mercis, says: “Miffy and friends are an ideal partner for Cath Kidston, a unique British brand that takes classic items and reimagines them with style and humour.  Inspired by Dick Bruna’s delightful creation Cath Kidston has created truly magical floral worlds for Miffy to play in that will delight children and adults everywhere.”

Holly Marler, Head of Creative, Cath Kidston, says: “For Miffy to explore the Cath world, it had to be joyful. We wanted to create these magical scenes for her to play in with a synergy that’s inspired by our brands’ mutual commitment to artistry. Going to see Dick Bruna’s studio and seeing his creative process was so inspiring. You can see our respect for that in the prints painted especially for this collaboration.”

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “Pre-launch interest has been exceptionally strong for this collection – and it’s not surprising: both Miffy and Cath Kidston have an enormous cross-generational appeal and the social media campaign has skilfully supported both brands and encouraged a strong feeling of anticipation. And with good reason: this is a thrillingly bold and colourful collection, full of joy.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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