Miffy pops up at Westfield London this summer

Miffy’s first UK food pop-up launches this summer at Westfield White City, when Dick Bruna’s classic character takes over Ichiba, Europe’s largest food hall, on 11 July (until 30 September 2022).

This summer’s take-over of Ichiba aims to delight Miffy’s broad audience – from families with young children to adult design fans, Westfield shoppers, London tourists and Instragrammers looking for the latest foodie vibe.

Located in Westfield’s new extension on the lower ground floor, Ichiba will deck out its 17,400 sq ft of dining and retail space with Miffy’s familiar form, including eye-catching window vinyls, brightly coloured POS and backdrops, plus a giant 2m high Miffy lamp (the perfect prop for selfie-lovers).

For the in-store dining experience, Ichiba’s chefs will serve up Miffy-shaped buns filled with red bean paste, carrot-shaped buns filled with matcha custard, matcha buttercream Miffy cookies, plus a range of Miffy-inspired lattes.

An exclusive Japan Centre x Miffy tote bag will be available in-store at Ichiba and online at japancentre.com, plus other Miffy merchandise including on-the-go coffee mugs, plush, books, interior gifts and cooking utensils. Bunny-shaped baking pans and cookie cutters will be available to purchase so visitors can recreate the Ichiba x Miffy cookies at home.

Highlight PR, which brokered the 12-week pop up, is supporting the activation with an extensive marketing campaign, including a giant display unit filled with Miffy plush located in Westfield’s parenting area (part of a #FindMiffy social challenge to drive footfall to Ichiba), a paid influencer partnership with Great British Bake Off finalist Kim-Joy, plus a day of free family activities in-store on Saturday 23 July, comprising origami craft activities and a costume appearance.

Marja Kerkhof, MD of Mercis bv, which manages Miffy creator Dick Bruna’s worldwide copyrights, says: “Despite her Dutch roots, there is nevertheless a great synergy between Miffy and Japanese culture. This promotion with Ichiba will give the brand fantastic exposure in the UK within a luxury retail environment. It is also perfect timing ahead of the Year of the Rabbit in 2023.”