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Miffy Makes its Way to WildBrain


Mercis Media BV has recently tapped leading digital kids’ network and studio Wildbrain, under which the studio will manage and grow the Youtube presence of the popular kids’ brand, Miffy. The appointment is on an exclusive worldwide basis.

For the uninitiated, Miffy was first introduced to the world in 1955 as a creation of Dutch author and artist, Dick Bruna. The multi-entertainment brand featured an adorable white bunny loved by generations of children worldwide, and consists of animated content as well as a multitude of consumer products in the publishing, toy, and home wares segment of the market.

Mercis Media BV expects WildBrain to leverage their expertise at brand management and content monetization. The move will coincide with the relaunch of the Miffy English channel with a focus on the US market, the launch of new Miffy channels in French, Spanish, Japanese, Korean and Brazilian Portuguese; and the optimization of existing channels in Dutch, Italian, German and Russian. WildBrain will manage a library of more than 200 Miffy videos across these channels, many being shared on YouTube for the first time.

Jon Gisby, Managing Director, WildBrain, said: “Miffy is a sensation around the world. For generations, her fans both young and old have celebrated Dick Bruna’s artistry through books, animated content and consumer products. We are thrilled that Mercis Media recognized WildBrain’s expertise at managing brands on YouTube and we look forward to working with them to help grow Miffy’s audience.”

Marja Kerkhof, Managing Director of Mercis, said: “We are very excited to become part of a strong platform that reaches global audiences on YouTube. We are dedicated to bringing the heritage of Dick Bruna into the lives of young children around the world. Teaming up with WildBrain is an excellent opportunity to further grow our Miffy fan base on YouTube and create more channels.”


Cecilia Cordero

A stay-at-home mom who writes enjoys pop culture in all of its forms. You can find more of her stuff at Super Hero Stuff I Want

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