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.