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In Profile: Miffy’s 65th Anniversary
Celebrating
Miffy This Autumn/Winter sees the global launch of a limited edition Miffy Fashion Design Collection, a very special initiative that involved international art and fashion academies in the UK, Hong Kong, Italy, Mexico and the Netherlands, with the event specially created to celebrate the 65th anniversary of Dick Bruna’s universally adored white bunny Miffy. As the collection rolls out in specialised stores around the world this Autumn/Winter, PG&H met up with Mark Teunissen, senior project manager at Dutch company Mercis, (which represents and manages the global entertainment brand), to hear more about plans to expand the reach of the brand through licensed partnerships in the gift and home sector. When Dutch author and illustrator Dick Bruna first introduced Miffy (Nijntje) to readers in 1955 - a small white female rabbit depicted with thick black lines, a simple shape and primary colours - he could not have imagined that this endearing character would evolve to become a timeless, global entertainment brand, loved by millions around the world. “Dick was inspired by many great artists, especially Matisse, and that led to his
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Progressive Gifts & Home Worldwide
distinctive style,” explained Mark Teunissen, a senior project manager at Mercis in Amsterdam (which celebrates its own milestone 50th anniversary in 2021). “We therefore thought it would be fitting to mark Miffy’s 65th year with an initiative involving design and fashion students in five countries across three continents, who would each be invited to create a new outfit for a 3D Miffy doll, in a global challenge, marking Miffy’s
Below: Mercis’ Mark Teunissen. Below left: The Miffy Fashion Design Collection.
65th landmark year. We wanted to see how the students would re-interpret Dick Bruna’s simple design and character of this global icon by putting a contemporary twist on the 65 year old design to give it a fresh new look. As well as being inspired by all kinds of artists, Dick Bruna experimented with different techniques and we therefore wanted to leave room for the students’ imaginations. There was a mix of philosophy in the space that they were given.” Five international art and fashion academies took part - to include the UK’s Nottingham Trent University - with some 82 students designing a contemporary, sustainable Miffy doll inspired by Dick Bruna’s work. “The students all went for different concepts, while epitomising what Miffy stands for,” explained Mark. “It was wonderful to see how students and teachers got together to collaborate, with a teacher, Massimo Giancom, at Instituto Europeo di Design Milano in Italy, creating his own Miffy too, such was the excitement and interest in the project and a willingness to be part of it.” The students responded to the brief which included requirements for simplification, sustainability and material safety - with a variety of imaginative and topical concepts and, in some cases, offthe-wall approaches. “Some students used Miffy’s evolution over 65 years as their starting point, others chose Dick Bruna’s artistic influences and his use of colour, with some deconstructing the character’s form,” continued Mark. “One student even made an outfit for Miffy in space as an environmental statement to protect Mother Earth. Mexico came up with an amazing design that was