WildBrain to expand Miffy online

Miffy is owned by Mercis Media

DHX Media-owned online children’s network and studio WildBrain has been appointed to manage children’s brand Miffy on YouTube.

The exclusive worldwide deal was struck with IP owner Mercis Media and will see WildBrain take charge of Miffy, a white rabbit that was created by Dutch author and artist Dick Bruna in 1955.

WildBrain will relaunch Miffy’s English-language YouTube channel with a focus on the US market and will offer new Miffy channels in French, Spanish, Japanese, Korean and Brazilian Portuguese.

The deal includes managing a library of more than 200 Miffy videos across these channels, with many being shared on YouTube for the first time.

Marja Kerkhof, MD of Netherlands-based Mercis, described the deal as “an excellent opportunity to further grow our Miffy fanbase on YouTube and create more channels.”