Anniversary PR

Created in 1955, Dick Bruna's classic character Miffy has multi-generational appeal with design-led licensed consumer products for babies, toddlers, kids and adults.

In 2020, Miffy celebrated her 65th anniversary.

Our Role

  • Use Miffy’s 65th anniversary to build consumer awareness
  • Target parents, grandparents and design-loving adults
  • Integrate activity across PR, social, partnerships and events
  • Drive sales of licensed products at retail and via Miffy webshop
  • Provide strategic advice across global comms and content

Our Approach

We used press, influencers and social content to promote the 65th anniversary alongside 18 product launches across adult fashion, kids’ apparel, gifts, publishing, toys, craft and jewellery.

We set up kids’ art events and afternoon teas with TATE Modern, Maggie & Rose, Ichiba and OXO Tower. Lockdown saw us pivot to digital birthday events and activities for families stuck at home.


  • 371 pieces of press coverage, estimated reach 13.9m
  • 15% social growth (+24.8% on Instagram)
  • 78.8% growth in Miffy blog views
  • +113.8% growth in Miffy Shop sales
  • Miffy: winner of Best Classic Pre-School License Award