The Joester Loria Group (JLG) brokered a new licensing deal between Mercis bv and Douglas Co. Inc. for Miffy.

Under the new agreement, Douglas Co. will produce Miffy plush, infant development toys, and related products for the U.S. and Canada. The deal comes ahead of Miffy’s 65th anniversary celebration next year. Created by Dick Bruna, the Miffy franchise includes more than 30 children’s books, two TV series, and a feature film.

“We are delighted to be working with Mercis and JLG in bringing Miffy to fans, old and new, in North America,” says Scott Clarke, president of Douglas Co. “Miffy’s iconic appeal, innocent persona, and positive attitude has been the hallmark of her global appeal to both children and parents.”

Since January, JLG has been focusing on building a North American licensing program for the Miffy brand.