Miffy’s first UK food pop-up launches this summer at Westfield White City: Dick Bruna’s classic character takes over Ichiba, Europe’s largest food hall from 11th July (until 30th September 2022).

Dutch by origin, but also hugely popular in Asia, Miffy’s appeal spans generations worldwide.

Popular children’s character… but also design icon.

This Ichiba take-over aims to delight the crowds: families with young children, adult design fans, Westfield shoppers, London tourists and Instragrammers looking for foodie vibes.

Located in Westfield’s new extension on the lower ground floor, Ichiba will deck out its 17,400 sq ft of dining and retail space with Miffy’s familiar form, including eye-catching window vinyls and brightly coloured POS.

There’s even a giant 2m high Miffy lamp – the perfect prop for selfies!

For hungry shoppers, Ichiba’s chefs will serve up Miffy-shaped buns filled with red bean paste, carrot-shaped buns filled with matcha custard, matcha buttercream Miffy cookies, plus a range of Miffy-inspired lattes.

Exclusive Miffy merchandise will be available to buy: travel mugs, plush, books, interior gifts, baking utensils and a bespoke tote bag.

Highlight PR, which brokered this 12-week pop up, is promoting the brand activation via PR, social media, a paid influencer partnership with Great British Bake Off finalist, Kim-Joy plus an in-store event comprising free family activities with origami crafts and a costume appearance.

Marja Kerkhof, MD of Mercis bv, comments: “Despite her Dutch roots, there is nevertheless a great synergy between Miffy and Japanese culture. This promotion with Ichiba will give the brand fantastic exposure in the UK within a luxury retail environment. It is also perfect timing ahead of the Year of the Rabbit in 2023.”