Miffy Grows Up

The rabbit character, Miffy, which originated in children’s story books, picked up a new licensee, Poetic Gem, for clothing. Poetic Gem will design a collection of tween apparel including nightwear, underwear, t-shirts and dresses, slated to arrive in stores late 2014. Inked in partnership with DRi Licensing, owners of the Miffy brand, the deal is an effort at targeting an older demographic for the character.