Move over, Hello Kitty and Labubu. Retail’s latest “it” girl is a 70-year-old cartoon bunny from the Netherlands.Her name is Miffy, and she has white ears, colorful outfits and an “X” for a mouth. The brainchild of Dutch artist and author Dick Bruna, Miffy made her debut as a children’s book character in 1955. She went on to appear in TV shows and movies for decades — but she’s also become a merchandiser’s dream. Over the last five years, Miffy has collaborated with dozens of properties, including LeSportsac, Calpak, the Museum of Modern Art, Baggu and Starbucks.
This Miffy mania is proving big business for brands. Starbucks’ 2026 collection with Miffy — which included cups, a plushie and a tote bag — launched in May in the U.S. and Canada and sold out within 24 hours at many store locations. The Miffy merch helped put Starbucks “back in front of culture,” CEO Brian Niccol said on a July earnings call. In 2024, MoMA debuted a “Starry Night” Miffy doll, figuring it had enough inventory on hand for six months. The product sold out in less than one month, and it continues to be a top seller at MoMA’s Design Store, the museum told Modern Retail.
Miffy celebrated her 70th birthday in 2025, so she was front and center in collaborations last year, including with phone case company Casetify. But Miffy seems to be nearly everywhere these days, from $370 Baccarat sculptures to $13 Urban Outfitters gel pens. She’s a testament to the power of character IP, and she packs a one-two punch: sentimentality for adults and excitement for kids. At a time in which what’s old is new again — take, for instance, the return of cereal-box toys — Miffy collaborations allow brands to play up a sense of nostalgia, while also capturing interest from Gen Alpha. The merch is a frequent talking point on forums like r/Miffy, too, which boasts 10,000 weekly visitors.
