Nursery Today magazine

Miffy partners with premature baby charity Bliss

DRi Licensing's classic character Miffy is marking the start of her 60th anniversary celebrations in the UK by becoming the brand ambassador for Bliss - the national charity that helps care for premature and sick babies.

World Prematurity Day on 17 November this year sees Bliss partner with Dick Bruna's much-loved little white bunny to fundraise for the one in nine babies and their families who need Bliss' help and support.


Miffy celebrates 60 years in 2015 and her partnership with Bliss kick starts a raft of activity planned for both the UK and internationally.

Soft toys are not allowed in ICU incubators so new mums are encouraged to use comfort blankets to transfer their natural scent. Kicking off the activity a special Miffy Bliss Comfort Blanket will launch on World Prematurity Day with £3.50 of the proceeds being donated to Bliss. New Miffy baking products are being launched in January to support Bliss' ‘Cake a Difference’ event on 12-15 February with donations from the sale of each item going to Bliss.

Miffy turns 60 in June next year and throughout her birthday month, nurseries and pre-schools across the UK will help raise money for Bliss with a special Miffy-themed birthday party.

Bliss' flagship 'buggy push' will take place in London on 21 June, Miffy's actual birthday. Miffy will be there to encourage participants and a brand new range of personalised Miffy Bliss t-shirts will be pre-sold for the event, with £2 from the sale of each t-shirt donated to Bliss.

Alicia Davenport, Licensing Director at DRi said, "We're delighted that Miffy will become the face of such a worthwhile and important charity here in the UK, especially as the Bliss partnership signals the start of Miffy's momentous 60th anniversary celebrations."


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