Mercis B.V. and WildBrain CPLG expand partnership for Miffy
Mercis B.V. has expanded its long-standing partnership with WildBrain CPLG, extending the agency’s responsibilities to include the development of location-based entertainment (LBE) opportunities for Miffy and Friends across selected international markets. Building on their established collaboration in consumer products licensing, WildBrain CPLG will now work to create immersive experiences that allow fans to interact with the beloved character beyond traditional retail.
Pursue opportunities across formats
The agency will pursue opportunities across a broad range of formats, including family entertainment centres, exhibitions, themed attractions, pop-up experiences, retail activations, and other experiential concepts. By combining Mercis’ iconic brand with WildBrain CPLG’s expertise in licensing and brand extensions, the expanded agreement aims to meet the growing demand for experience-led entertainment, strengthen Miffy’s presence in key markets, and introduce new ways for families and fans of all ages to engage with the brand.