Miffy Continues Its Global Expansion Through New Family Entertainment Experiences

Miffy is continuing to take a bigger step into the world beyond books, television and toys.

As children’s entertainment brands increasingly expand through immersive attractions and destination experiences, the beloved rabbit and her friends are preparing for their next chapter with a significant push into location-based entertainment across several key international markets.

Mercis and WildBrain CPLG have announced an expanded partnership that will see the companies develop new Miffy and Friends experiences throughout China, Southeast Asia, South Korea and the Middle East, with additional opportunities across Europe and the United Kingdom.

Rather than focusing solely on traditional consumer products, the new agreement positions Miffy for a growing portfolio of family entertainment experiences, including themed attractions, family entertainment centers, resorts, cruises, hotels, water parks and other ticketed destinations designed to bring the iconic world of Miffy to life.

The move reflects a larger transformation happening throughout children’s entertainment, where many of the industry’s most recognizable franchises are extending beyond retail shelves to become destinations families can physically experience together. Instead of simply collecting merchandise, fans are increasingly being invited to step inside the worlds of the characters they love through immersive attractions and interactive environments.

For Miffy, that evolution comes at a time of continued global momentum.

Following the franchise’s milestone 70th anniversary celebration in 2025, the brand has continued expanding through high-profile licensing partnerships while also introducing a brand-new 78-episode “Miffy and Friends” television series, helping introduce the timeless characters to a new generation of young viewers around the world.

The latest agreement builds upon that foundation by creating opportunities for families to experience Miffy’s gentle storytelling and recognizable design in entirely new ways. From themed entertainment venues to destination resorts, the initiative aims to translate the brand’s warmth and simplicity into real-world experiences that encourage repeat visits and lasting family memories.

WildBrain CPLG, which already represents licensing rights for Miffy across multiple international territories, will now oversee the franchise’s location-based entertainment strategy throughout several of its fastest-growing global markets.

The expansion also highlights the increasing importance of experiential entertainment within today’s licensing industry. As families continue seeking memorable outings beyond the home, children’s brands are finding new opportunities to strengthen their connections with audiences through attractions that complement television, publishing and consumer products rather than replace them.

For Miffy, the strategy represents another milestone in the character’s remarkable seven-decade journey. What began as a simple illustrated rabbit has grown into a globally recognized family brand, and its continued investment in immersive experiences signals that Miffy is evolving alongside the changing ways families choose to engage with their favorite characters.

As the world of Miffy continues growing, the beloved rabbit’s next adventure may no longer be found only on the page or the screen—but inside destinations where families can experience her world together.