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Kids’ brand Miffy to reinvigorate YouTube offering with WildBrain partnership

The digital kids’ network and studio, and subsidiary of DHX WildBrain has been called upon to grow the YouTube presence of the popular children’s brand Miffy.

Utilising its experience at brand management and monetising content, Wildbrain plans to grow Miffy’s YouTube audience with a strategy that includes the relaunch of the Miffy English channel with a focus on the US market.

Created in 1955 by celebrated Dutch author and artist Dick Bruna, Miffy is a multi-entertainment brand featuring  the popular white bunny loved by generations of children worldwide. 

In addition to animated content, the brand enjoys extensive global consumer products programs in publishing, toys and home wares.

Miffy YouTube channels will also now be launched in French, Spanish, Japanese, Korean and Brazilian Portuguese; and the optimisation of existing channels in Dutch, Italian, German and Russian. 

WildBrain will manage a library of more than 200 Miffy videos across these channels, many being shared on YouTube for the first time.

Jon Gisby, managing director, WildBrain, said: “Miffy is a sensation around the world. For generations, her fans both young and old have celebrated Dick Bruna’s artistry through books, animated content and consumer products. 

"We are thrilled that Mercis Media recognised WildBrain’s expertise at managing brands on YouTube and we look forward to working with them to help grow Miffy’s audience.”

Marja Kerkhof, managing director of Mercis, added: “We are very excited to become part of a strong platform that reaches global audiences on YouTube. We are dedicated to bringing the heritage of Dick Bruna into the lives of young children around the world. 

"Teaming up with WildBrain is an excellent opportunity to further grow our Miffy fan base on YouTube and create more channels.”

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