Miffy helps premature babies

Classic character partners with UK premature baby charity Bliss 

With survival ratios of UK-born premature babies having tripled in the last 20 years, this year’s World Prematurity Day (17 November 2014) saw national charity, Bliss, partner with the classic character, Miffy, to fundraise for the one in nine babies and their families who need Bliss’ help and support.

Loved by children and parents worldwide, Dick Bruna’s little white bunny celebrates 60 years in 2015. This partnership with Bliss marks the start of Miffy’s anniversary celebrations in the UK, and involves the following activity:

1. Miffy Bliss Comfort Blanket – launched on World Prematurity Day (17 November 2014):

Whilst soft toys are not allowed in ICU incubators, nurses actively encourage new mums who can’t hug their premature babies to use comfort blankets to transfer their natural scent; a special Miffy Bliss comfort blanket will kick start the fund-raising activity. Packaged in a luxury gift box, the comfort blanket is made of the softest white velour with satin edging. It would make an ideal gift for any newborn baby. Available from www.miffybliss.com priced £14.99, £3.50 of which will be donated to Bliss.

2. Miffy Baking Products – launching February 2015 for Bliss’ Bake For Bliss

Baking has never been so popular in the UK! To support Bliss’ Bake For Bliss event (12-15 February 2015) and to encourage kids as well as parents to get involved in the fund-raising activities, a range of cute Miffy aprons, baking sets and cake toppers will launch. Miffy Bliss Bake For Bliss range is now available from www.miffybliss.com with donations from each item to Bliss.

3. Easter: Miffy Craft Parties + Bliss Cake Sales in UK nurseries:

In the run up to Easter, UK nurseries and pre-schools can hold a Miffy craft session (making Miffy ears and pictures of Miffy) followed by a Miffy-themed birthday party and cake sale to fundraise for Bliss. To support their activities, free party packs will be available to order from www.bliss.org.uk from 1 January 2015. Each party pack will contain: Miffy-themed craft materials & paper party items, a copy of miffy’s birthday storybook, and Miffy cake toppers. The nursery or pre-school that raises the most money for Bliss will win a Miffy birthday party in June, where Miffy herself will be guest of honour!

4. Bliss Buggy Push on Miffy’s Birthday: 21 June 2015

Bliss’ flagship ‘Buggy Push’ will take place on Miffy’s actual 60th birthday, June 21st, in London. Miffy will be there to encourage volunteers taking part, plus a brand new range of personalised Miffy-Bliss T-shirts will be pre-sold for the event from www.miffybliss.com. Volunteers can upload a photo of their baby or child, along with a choice of images of Miffy. Child T-shirts are priced £9.99, adult T-shirts are £14.99, with £2 from each donated to Bliss. 

“We’re really excited to partner with such a warm, familiar character as Miffy, whose values fit with ours as a charity. The money raised will help us to continue our work supporting premature and sick babies and their families around the UK.„ Bliss Head of Fundraising and Marketing, Duncan Wilbur
Download PDF
Download PDF
About Miffy

This is the UK Official Online Press Office for Miffy

Dutch artist, Dick Bruna created the classic children's character, Miffy, in 1955 whilst on a rainy seaside holiday in North Holland. A little bunny kept hopping around the garden of his holiday home - he sketched it by day and at night Dick Bruna made up stories about it to entertain his one year old son. That bunny later became Miffy.

More than 60 years later, there are 33 storybooks about Miffy, which have sold over 85 million copies and are translated in more than 50 languages. Now published in the UK by Simon and Schuster, 16 Miffy storybooks have been refreshed for a modern British audience by award winning poet, Tony Mitton and are available from all good bookshops.

There is Miffy merchandise sold across 5 continents, a new TV series and a movie. Celebrations for Miffy's anniversary will take place worldwide throughout 2015.

The publishing and international rights to Miffy are managed by Mercis bv in Amsterdam.