New range looks to 'tap into the nostalgia of the Mify brand'

Poetic Gem develops new Miffy apparel for adults

Licensed clothing company Poetic Gem is developing a new range of ladies apparel based on the popular character, Miffy.

Created by Dutch artist Dick Bruna in 1955, Miffy began life as the star of a series of books, that having been translated into 40 languages and has sold more than 85 million copies worldwide.

The little rabbit has also been the subject of TV series and movies with a licensing portfolio that now stretches to ‘millions of products.’

Poetic Gem will now work with the Miffy brand to bring a collection of clothing to the adult market, looking to tap into the nostalgia of the brand.

Elliot Matthews of Poetic Gem, said: "Not only is Mify one of the world’s most popular characters but she is also an absolute design classic.

"Those two facets combine to make the brand perfect for an apparel range, so we are very excited about this new collaboration and are confident of a strong performance when product hits the shelves."

About Rachael Simpson-Jones

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