Sambro will launch a collection in keeping with the character’s core values.
The licensing deal will see Sambro produce Miffy lines in the UK and across Benelux and Nordics, where it’s currently one of the most popular licensed characters. Renowned for its cross-category licensed ranges, Sambro will initially create a collection of plush bags and accessories, as well as a range of arts and crafts products.
Nikki Samuels, licensing director at Sambro, commented: “Miffy is an instantly recognisable and iconic character, and we couldn’t be more delighted to add this property to our pan-European portfolio. The Miffy plush bag and accessories line in particular will showcase the creativity within our new soft lines division, and we can’t wait until launch.”
Sambro’s extended Amsterdam showroom will act as the ideal base for customers from across the Netherlands to view the full ranges during 2017.