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Retail's New 'It' Character Is a 70-Year-Old Dutch Bunny Named Miffy
Miffy, the Dutch cartoon bunny created by Dick Bruna in 1955, has become a licensing powerhouse, partnering with brands from Starbucks to Baccarat. The character's blend of nostalgia and kid appeal has made her one of retail's most sought-after collaborations.
Miffy — a white bunny with an "X" for a mouth and a wardrobe of colorful outfits — is having a merchandising moment. First introduced in children's books by Dutch artist Dick Bruna in 1955, the character has since appeared in TV shows and films, and has become a favorite licensing partner for a broad range of retailers.
The scale of Miffy's commercial pull was evident in a recent Starbucks collaboration. The coffee chain's 2026 Miffy collection, featuring 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. On a July earnings call, Starbucks CEO Brian Niccol said the Miffy merchandise helped put the company "back in front of culture."
In 2025, the Museum of Modern Art debuted a "Starry Night" Miffy doll, initially expecting enough inventory to last six months. The character also marked her 70th birthday that year with collaborations including phone case brand Casetify.
Miffy's reach extends across the price spectrum, from $370 Baccarat sculptures to $13 Urban Outfitters gel pens. Over the past five years, the character has worked with dozens of properties, including LeSportsac, Calpak, Baggu and the Museum of Modern Art.
Miffy's staying power, the merchandising push shows, comes from a one-two punch of adult nostalgia and kid-friendly charm, making her a testament to the power of character IP.