LICENSING NEWS

Miffy partners with premature baby charity

Published on: 21st August 2014

DRi Licensing is kicking off Miffy’s 60th anniversary celebrations by becoming the brand ambassador for Bliss.MiffyTeddy300

World Prematurity Day on 17th November this year sees Bliss partner with Dick Bruna’s white bunny to fundraise for the one in nine babies and their families who need Bliss’ help and support.

Miffy celebrates 60 years in 2015 and her partnership with Bliss kick starts a raft of activity planned for both the UK and internationally.

Kicking off the activity, a special Miffy Bliss Comfort Blanket will launch on World Prematurity Day with £3.50 of the proceeds being donated to Bliss. New Miffy baking products are being launched in January to support Bliss’ ‘Cake a Difference’ event on 12-15 February with donations from the sale of each item going to Bliss.

Miffy turns 60 in June next year and throughout her birthday month, nurseries and pre-schools across the UK will help raise money for Bliss with a special Miffy-themed birthday party.

Bliss’ flagship ‘buggy push’ will take place in London on 21st June, Miffy’s actual birthday. Miffy will be there to encourage participants and a brand new range of personalised Miffy Bliss t-shirts will be pre-sold for the event, with £2 from the sale of each t-shirt donated to Bliss.

Alicia Davenport, licensing director at DRi, said: “We’re delighted that Miffy will become the face of such a worthwhile and important charity here in the UK, especially as the Bliss partnership signals the start of Miffy’s momentous 60th anniversary celebrations.”

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