By Gary Symons
TLL Editor in Chief
Success brings its own rewards, and in the case of Miffy and Skinnydip, a successful launch in July has resulted in a new fashion line.
The beloved kid’s brand Miffy collaborated with Skinnydip, a supplier of quirky accessories, clothing and lifestyle products, in a multi-product launch in July. Thanks to the high sell-through rate, Rocket Licensing says October will see a major extension to the Miffy x Skinnydip range in the UK.
The original line of accessories went up for sale in Skinnydip stores in Camden Lock and Covent Garden, as well as on its online portal at skinnydiplondon.com. The line is also selling through other retailers in the UK and Ireland.
The first phase of the Miffy x Skinnydip agreement saw the launch of two phone cases, a wallet, a washbag and a pair of socks, all featuring colorful and appealing designs celebrating the delightful little rabbit.
The second phase, in October, will see the collaboration branch out into a variety of apparel products with vibrant Miffy-focused ranges of t-shirts, hoodies, sweatshirts and pyjamas.
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Plans are already well advanced to bring everyone’s favorite cute little rabbit to jumpers, loungewear, jeans, outerwear, slippers, knitwear, dresses, bags, purses, face masks, bathing, travel mugs, cosmetics, stationery, swimwear and even pet accessories!” Rocket says.
The agency also says the market for Miffy x Skinnydip is primarily teenage girls and women, in line with the growing appeal of Miffy to a wider demographic, that today extends from babies, pre-schoolers and older children to teens and even young women and men, who remember the brand nostalgically from their younger days.
“Female-led, trend-driven and fuelled by what’s going on both in real life and on social media, Skinnydip perfectly reflects the values that drive the appeal of Miffy among teens and older women,” said Marja Kerkhof, Managing Director of the global Miffy brand owner Mercis. “Equally importantly, it produces high-quality, exceptionally creative and really fun products!”
Rocket notes the increasing popularity of Miffy with women has already translated into the successful 2023 Tommy Hilfiger and Mulberry global collaborations for apparel and bags respectively.
Miffy as a brand was created in 1955 when the Dutch artist and writer Dick Bruna first drew the bunny rabbit to entertain his young son while on a holiday in their native Holland. The Miffy character was then featured in a series of picture books with rhyming text that quickly captivated children around the world. It has also become a major property for licensing, supported by more than 9,000 unique products.
Bruna’s books have since sold more than 85 million books in more than 50 languages. The Miffy character has had its own television series, a movie, YouTube channels, exhibitions around the world and an ever-growing portfolio of licensing partners.
The new line is enjoying heavy promotion of the Miffy x Skinnydip range by Skinnydip, including launch announcements and unboxing reels on Instagram, blog posts, social media teasers, TikTok videos and Facebook reels, as well as lots of promotion on the Skinnydip website.
“We are always looking for partnerships that reflect our desire to spread instant joy across the globe and create some pretty epic products and collections for customers to love—and what could be better than the cute and colourful Miffy?,” said Skinnydip’s Partnership Manager Tamsin Stafford. “This partnership has already been a big hit with our customers and we know they’ll love our plans for nightwear, apparel and much more.”
Skinnydip launched its first phone case design in 2011. Since then, it has evolved to become a go-to destination for female Gen-Z clothing and accessories. Today it serves up unique, witty and stand-out products to an ever-growing community of customers, influencers and celebrities around the globe.
“Skinnydip is the perfect licensed launch partner for a range of Miffy fashion accessories for teens and women, a demographic that is having a powerful influence on the brand’s retail direction,” said Rob Wijeratna, Joint Managing Director of Rocket Licensing. “It also perfectly captures the appeal of this classic brand in some truly desirable and delightful accessories, clothing and lifestyle products.”