DRi Licensing’s Miffy brand is about to become even more fashionable with a clothing range by Poetic Gem.
Poetic Gem will design a collection of teen and young adult apparel including nightwear, underwear, t-shirts and jersey dresses inspired by the Miffy publishing property, set to launch in late 2014.
“Originally a children’s publishing property, Miffy is still extremely popular amongst her core readership of 2- to 4-year-olds and new publishing partner Simon and Schuster will be developing exciting new formats to target this age group,” says Alicia Davenport, licensing director, DRi. "We are confident that Poetic Gem will enable us to develop the other end of Miffy’s target demographic: teens and young adults who have grown up with the brand and still love to see her on merchandise."
The classic Miffy property was first launched in 1955 and is continually re-interpreted and made modern through design experimentation. Poetic Gem’s fashion program will contribute to building the brand’s awareness across multiple demographics and levels of retail.