Amsterdam & London – 28 July 2026 – Mercis BV and WildBrain CPLG, a trusted licensing partner for leading brands worldwide, are expanding their relationship to include Location-Based Entertainment (LBE) rights for Miffy and Friends across China, Southeast Asia, South Korea and the Middle East, with opportunities in Europe and the U.K. on a case-by-case basis.

Under the new agreement, WildBrain CPLG will drive strategic LBE initiatives for Miffy and Friends with a focus on long‑term, ticketed physical experiences, including family entertainment centers, theme parks, cruises, hotels, resorts and water parks, as the beloved brand continues to evolve beyond consumer products into experiential formats designed to drive sustained engagement and repeat visitation.

Miffy and Friends celebrated its 70th anniversary in 2025 with an extensive slate of high‑profile licensing collaborations worldwide, reinforcing the brand’s timeless appeal and cross‑generational resonance, setting the stage for its next phase of global experiential growth. That momentum continues into 2026, with a robust pipeline of new partnerships designed to introduce the iconic characters to new audiences while deepening engagement with long‑standing fans. WildBrain CPLG represents licensing rights for Miffy and Friends across the Nordics, Poland, Italy, Greece, the Middle East and India.

The phenomenal growth that Miffy is experiencing worldwide will be further boosted this year by the launch of a new 78-episode “Miffy and Friends” TV series, already available in many territories worldwide.

“As Miffy and Friends continues to grow as a global brand following its milestone 70^th anniversary year, location‑based entertainment gives us a powerful new way to bring Miffy’s universe to life. Across key markets, including China, Southeast Asia, South Korea and the Middle East, there is strong demand for high‑quality, family‑focused attractions, making this an exciting next chapter for the brand. With WildBrain CPLG’s deep expertise across both experiential and consumer products licensing, we have the right partner to realise this vision.”

Marja Kerkhof, Managing Director at Mercis Bv 

“With its instantly recognizable  storytelling, design-led visual identity and deep emotional connection with families, the Miffy and Friends brand lends itself naturally to immersive experiences that can travel across territories and formats. Together with Mercis Bv, we’re focused on building a strong slate of location-based experiences that stay true to the brand while resonating with local audiences,  bringing Miffy’s world to life and supporting the brand’s continued global consumer products growth.”

Evi Sari, VP, Global LBE at WildBrain CPLG

For more information, please contact:

Louisa Danquah

Marketing & Communications Specialist, Global Partnerships & Licensing, WildBrain louisa.danquah@wildbrain.com

About Dick Bruna and Miffy

Miffy was “born” on 21 June 1955, when Dutch artist Dick Bruna first drew the character to entertain his young son whilst on a rainy seaside holiday in Holland. The series of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood, immediately earning Bruna international critical acclaim as an author and artist.

71 years later, the Miffy books have sold more than 90 million copies, and are currently published in more than 50 languages. Merchandise is available across five continents and highly integrated business units in the fields of publishing, media and licensing (Mercis bv) support Miffy’s global explorations.

For more information about Dick Bruna’s life and work, visit www.miffy.com | info@mercis.nl

About WildBrain CPLG

At WildBrain CPLG, we believe that collaboration is about clarity, openness and trust. Offering more than 50 years of expertise in building highly successful consumer products and location-based entertainment programmes, we are a trusted licensing partner for leading brands worldwide across the entertainment, sport and lifestyle sectors. WildBrain CPLG combines the strength of global reach with local expertise to achieve the very best results for partners, with more than 20 offices serving the UK, Europe, India, the Middle East, China, Asia Pacific and the US. Our passionate teams consistently challenge themselves to explore, innovate and implement fresh ideas and opportunities for partnerships, activations, creative and business processes. WildBrain CPLG is part of WildBrain Ltd., a global leader in family entertainment, offering 360° expertise across Franchise & Global Licensing, Content, and the WildBrain Network. For more information, please visit us at cplg.com.