Dick Bruna’s classic character Miffy has been named as the mascot for the 2015 Tour de France.
Miffy will take to the road during next year's race, which starts June 2015 in Utrecht, Miffy's home town in the Netherlands.
As cycling fans flocked to Yorkshire to see this year’s Grand Depart, statues of Miffy on top of four Le Tour Utrecht Skodas, dressed in the official jerseys of the Tour were driving the course to promote next year’s race.
The deal, which was brokered by DRi Licensing, is part of the celebrations for Miffy’s 60th anniversary next year.
"This is an exciting time for Miffy. The Tour de France partnership will put Miffy firmly on the world stage, and here in the U.K., we have a great plan of activity to roll out,” says Alicia Davenport, licensing director, DRi.