Introducing the Miffy x Cath Kidston collection: an artful merging of illustrative worlds that partners the synonymously painterly florals of Cath Kidston with Miffy’s graphic characters.
At BLE (Brand Licensing Europe), Rocket Licensing highlighted the growth of the licensing programme for Miffy, the classic brand created by Dick Bruna, through a global agreement with lifestyle name Cath Kidston, whose prints are entwined with British culture. Its focus is on both women and children, in line with the growing appeal of Miffy to a wide demographic.
The deal, confirmed in the run-up to BLE, begins with an initial range for spring 2024. This will include a womenswear and childrenswear selection and backpacks and purses. Bags and accessories also feature in the agreement as does a wide range of homeware. Based on the creative success of the collaboration, the collection will continue over the coming two years, building a wide selection putting forward an exciting lifestyle offering.
The move into womenswear is a timely response to a powerful and growing trend. Miffy is increasingly popular with women – a popularity that also translated into the successful 2023 Tommy Hilfiger and Mulberry global collaborations for apparel and bags, respectively.
Known for its 30 years of print heritage, with hand-painted craftsmanship and colourful, playful designs, Cath Kidston is the perfect printed world for the much-loved, iconic Miffy brand to embrace. Cath Kidston is now a standalone brand within NEXT.
