WildBrain Appointed to Manage Miffy for YouTube

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.

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.