Miffy madness: A 70-year-old bunny is the ‘it’ character for brands
Move over, Hello Kitty and Labubu. Retail's latest "it" girl is Miffy. Here's why brands from Starbucks to Calpak are lining up to work with the cartoon bunny.
The beloved Dutch cartoon bunny, Miffy, is taking the retail world by storm, becoming a sought-after character for brands. Created by artist Dick Bruna in 1955, Miffy has white ears, colorful outfits, and an "X" for a mouth. After a successful run in children's books and various media, she has become a merchandising phenomenon. In the past five years, Miffy has teamed up with numerous brands, such as LeSportsac, Calpak, the Museum of Modern Art, Baggu, and Starbucks.
Starbucks' collaboration with Miffy in 2026, featuring cups, a plush toy, and a tote bag, sold out within 24 hours in the U.S. and Canada, helping the coffee chain "get back in front of culture," according to CEO Brian Niccol. In 2024, the Museum of Modern Art released a "Starry Night" Miffy doll, which sold out in less than a month and remains a top seller at their Design Store.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
