WildBrain CPLG expands its relationship with Mercis BV to include location-based entertainment rights for Miffy and Friends.
With 2025 marking Miffy and Friends’ 70th anniversary, the agreement will bring the brand’s timeless appeal beyond consumer products and into formats that drive engagement and visitation. For Miffy, WildBrain will develop new location-based entertainment initiatives focused on physical, long-term experiences. This includes family entertainment centers, theme parks, cruises, hotels, resorts, and water parks.
“As Miffy and Friends continues to grow as a global brand, location‑based entertainment gives us a powerful new way to bring Miffy’s universe to life,” says Marja Kerkhof, Managing Director, Mercis BV. “Across key markets, including China, Southeast Asia, South Korea, and the Middle East, there is strong demand for high‑quality, family‑focused attractions, making this an exciting next chapter for the brand. With WildBrain’s deep expertise across both experiential and consumer products licensing, we have the right partner to realize this vision.”
Miffy’s momentum will also grow through partnerships that introduce the characters to new audiences. WildBrain’s licensing rights for Miffy and Friends will reach consumers across the Nordics, Poland, Italy, Greece, the Middle East, and India.
“With its recognizable storytelling, design-led visual identity, and deep emotional connection with families, Miffy and Friends lends itself naturally to immersive experiences that can travel across territories and formats,” says Evi Sari, Vice President of Global LBE, WildBrain CPLG. “ We’re focused on building a strong slate of location-based experiences that stay true to the brand while resonating with audiences. Together with Mercis BV, we’ll bring Miffy’s world to life while supporting the brand’s continued global consumer products growth.”
For more information about Miffy, visit miffy.com.
