WildBrain Appointed to Grow Miffy’s YouTube Presence

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Mercis Media has tapped WildBrain to help manage and grow the YouTube presence of its Miffy children’s brand on an exclusive global basis.

WildBrain plans to grow Miffy’s YouTube audience with a strategy that will include the relaunch of the Miffy English channel with a focus on the U.S. market. There will also be the launch of new Miffy channels in French, Spanish, Japanese, Korean and Brazilian Portuguese, while the existing channels in Dutch, Italian, German and Russian will be optimized. WildBrain will manage the library of more than 200 Miffy videos across these channels.

Miffy is a multi-entertainment brand featuring a white bunny that was created in 1955 by Dick Bruna, a Dutch author and artist. In addition to animated content, the brand has an extensive global consumer products programs in publishing, toys and homewares.

Jon Gisby, the managing director at 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 recognized 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.”