Mercis BV and WildBrain CPLG, a global leader in entertainment, sports, and brand licensing, are expanding their relationship to cover Location-Based Entertainment (LBE) rights for Miffy and Friends in China, Southeast Asia, South Korea, and the Middle East, with potential opportunities in Europe and the UK evaluated individually.
Under the new agreement, WildBrain CPLG will lead strategic LBE initiatives for Miffy and Friends, with a focus on long‑term, ticketed physical experiences.
This encompasses family entertainment centres, theme parks, cruises, hotels, resorts, and water parks, as the well-loved brand expands from consumer products to experiential formats aimed at fostering ongoing engagement and encouraging repeat visits.
Miffy's global appeal
In 2025, Miffy and Friends marked its 70th anniversary with a wide range of prominent licensing partnerships across the globe, highlighting the brand’s enduring charm and appeal across generations, and paving the way for further global experiential expansion.
This momentum persists into 2026, supported by a strong pipeline of new partnerships aimed at introducing the iconic characters to new audiences and strengthening connections with long-term fans.
WildBrain CPLG holds licensing rights for Miffy and Friends in the Nordics, Poland, Italy, Greece, the Middle East, and India.
The global growth of Miffy will be further accelerated this year with the release of a new 78-episode Miffy and Friends TV series, which is already accessible in many regions worldwide.
Fans can now enjoy a new Miffy and Friends TV series, with LBE experiences being developed to help bring the brand to life
“As Miffy and Friends continues to grow as a global brand following its milestone 70th anniversary year, location‑based entertainment gives us a powerful new way to bring Miffy’s universe to life," says Marja Kerkhof, managing director at Mercis Bv.
"Across key markets, including China, Southeast Asia, South Korea and the Middle East, there is strong demand for high‑quality, family‑focused attractions, making this an exciting next chapter for the brand.
"With WildBrain CPLG’s deep expertise across both experiential and consumer products licensing, we have the right partner to realise this vision.”
Evi Sari, VP of global LBE at WildBrain CPLG, adds:
“With its instantly recognizable storytelling, design-led visual identity and deep emotional connection with families, the Miffy and Friends brand lends itself naturally to immersive experiences that can travel across territories and formats.
"Together with Mercis Bv, we’re focused on building a strong slate of location-based experiences that stay true to the brand while resonating with local audiences, bringing Miffy’s world to life and supporting the brand’s continued global consumer products growth.”
Last month, WildBrain CPLG announced that it is set to drive location-based entertainment growth outside of the Americas for the popular Miraculous franchise, in an extended collaboration with the international entertainment giant Miraculous Corp.
