Brand Activations

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

As the brand's UK PR and social agency, Highlight's remit includes delivering brand activations to drive consumer awareness and social engagement.

Our Role

  • On board a series of UK brand partners for 2022
  • Ensure each partner aligns with Miffy’s core values
  • Drive awareness and sales of relevant Miffy products throughout
  • Maximise PR angles and social engagement

Our Approach

We partnered with Maggie & Rose, the original family members’ club, to offer a Miffy-themed afternoon tea in their Islington club from Mother’s Day through to Easter. Miffy-shaped sandwiches and cakes alongside healthy carrot and orange juice shots were on offer in the club’s brasserie, which was hung with Dick Bruna prints and accessorised with a giant Miffy lamp, plus kids’ dress-up outfits and colouring activities.

It's not just Holland that grows tulips! In May we sent Miffy to the UK’s largest tulip field in Norfolk where she delighted families who had turned up to see the 14 million tulips in bloom (an event in aid of a local hospice). Miffy products were sold on the day, whilst local influencers created content.

More partnerships are in the pipeline for later this year!

Our Results

  • Miffy afternoon tea at Maggie & Rose was a sell-out
  • Featured in Time Out’s round up of London’s best afternoon teas
  • 42k views of our Instagram Reel from the press event
  • Miffy’s Norfolk visit generated 315k in PR and influencer reach
  • 600+ items of merchandise sold, £93k raised in total for Norfolk hospice



Instagram Reel on the right: by @June_ira