m4e Positions Miffy as Lifestyle Brand in Germany

HÖHENKIRCHEN/MUNICH: Mercis’s classic licensing property Miffy, for which m4e is a licensing agent and distribution partner, is being repositioned as a lifestyle brand in the German-speaking market.

m4e is focusing its marketing activities to adjust Miffy as a lifestyle brand in the region aimed at young women, mothers, babies and children. The company will promote a social-media campaign to build a solid base of fans and consumers, using such websites as Facebook and Instagram. m4e is also looking to add more licensees for the property in German-speaking territories.

“We are sure that m4e will manage to establish Miffy as a brand by setting new impulses in the market,” said Marja Kerkhof, the managing director at Mercis. “First responses from the licensing industry are very promising.”

Regarding Studio 100 acquiring a majority stake in m4e, Kerkhof added that Mercis is “looking very much forward to new opportunities in the continued cooperation under this new circumstance, given the fact that m4e and Mercis as Miffy’s brand owner are longtime, successful business partners.”