WildBrain is on a roll. After locking recent deals with Playmobil and Smurfs, and AVOD arrangements with Roku, Apple TV, and Amazon Fire, Miffy has joined the party. Mercis Media BV appointed WildBrain to manage and grow the YouTube presence of Miffy and Friends on an exclusive worldwide basis. Last month, The Joester Loria Group was appointed to rep Miffy for global licensing.

WildBrain plans to grow Miffy’s YouTube audience with a strategy that includes the relaunch of the Miffy English channel with a focus on the U.S. market; the launch of new Miffy channels in French, Spanish, Japanese, Korean, and Brazilian Portuguese; and the optimization of existing channels in Dutch, Italian, German, and Russian. WildBrain will manage a library of more than 200 Miffy videos across these channels, with many being shared on YouTube for the first time.

Created in 1955 by celebrated Dutch author and artist Dick Bruna, Miffy is a multi-entertainment brand featuring an adorable white bunny loved by generations of children worldwide. In addition to animated content, the brand enjoys extensive global consumer products programs in publishing, toys, and housewares.