The Joester Loria Group Appointed to Rep Miffy & Friends

The Joester Loria Group (JLG) will represent the Miffy & Friends brand as the exclusive licensing agency in the U.S. and Canada for Mercis bv. Based on Dick Bruna’s kid’s book character, Miffy is gearing up for a 65th anniversary celebration in 2020. JLG will focus its North American strategy on specialty distribution and products, drawing from a library of creative assets developed by Mercis bv.

Key categories of infant and toddler toys, apparel, feeding, home products, and others will be broadened, and the agency will increase the selection of home and gift collections for Miffy, following success of the bestselling Mr Maria Miffy lamp sold at MoMA Design Stores and retailers around the world.

All efforts will be supported by social media activations, with plans to extend the brand into classrooms and libraries with teacher’s materials and supplies.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.