We are pleased to share that WildBrain CPLG has expanded its relationship with Mercis BV to include location-based entertainment rights for Miffy and Friends across China, Southeast Asia, South Korea and the Middle East.
The new agreement also allows opportunities in Europe and the UK to be considered on a case-by-case basis. This marks an important extension of our work with Mercis BV, as Miffy and Friends continues to grow from consumer products into physical experiences that can support longer-term engagement with families and fans.
Under the expanded partnership, we will focus on strategic location-based entertainment initiatives for the brand. These may include ticketed family entertainment centres, theme parks, cruises, hotels, resorts and water parks.
For WildBrain CPLG, this is a significant step in the development of our global LBE activity. It allows us to apply our licensing expertise to a character brand with exceptional recognition, strong design values and broad cross-generational appeal.
Bringing Miffy And Friends Into Physical Experiences
Miffy and Friends is especially well suited to location-based entertainment. The brand’s simple visual language, gentle character world and emotional connection with families create strong foundations for physical formats across different markets.
Our focus will be on experiences that remain true to the brand while responding to local audiences and market conditions. In regions such as China, Southeast Asia, South Korea and the Middle East, demand continues to grow for high-quality family attractions and branded leisure destinations. Miffy and Friends offers operators and development partners a trusted property with wide audience potential.
The opportunity sits across several formats. Family entertainment centres can create accessible indoor experiences for urban locations. Hotels and resorts can use the brand to support family stays and themed environments. Cruises and water parks can bring Miffy and Friends into leisure settings where character-led programming can add value to the guest experience.
Building On Global Brand Momentum
The expanded agreement follows Miffy and Friends’ 70th anniversary in 2025, which was marked by a strong programme of licensing collaborations around the world. That milestone reinforced the brand’s lasting relevance and helped set the stage for wider experiential growth.
Momentum is continuing in 2026, supported by a strong pipeline of new partnerships and the rollout of a new 78-episode Miffy and Friends television series, already available in many territories. This renewed screen presence gives the brand further visibility as we develop new physical opportunities with Mercis BV.
WildBrain CPLG already represents licensing rights for Miffy and Friends across the Nordics, Poland, Italy, Greece, the Middle East and India. Adding location-based entertainment rights in key regions gives us a wider platform to connect brand licensing, audience engagement and destination development.
Value For The Visitor Experience Sector
For operators, developers and attraction partners, the agreement reflects the growing importance of character-led location-based entertainment. Families are seeking experiences that feel familiar, high quality and suitable for shared visits, while venues are looking for brands that can support repeat attendance, retail opportunities and long-term programming.
Our role will be to identify and develop opportunities that respect the Miffy and Friends brand while creating commercially viable physical experiences. This means working with partners who understand operations, design, guest flow, merchandise, food and beverage, and the standards required for family-focused venues.
For WildBrain CPLG, the expanded relationship with Mercis BV represents a clear opportunity to bring Miffy and Friends to audiences in new ways. By moving into location-based entertainment, the brand can continue building meaningful connections with families while supporting operators in some of the world’s most active leisure markets.
