WildBrain CPLG Secures Global LBE Rights for Miffy and Friends

WildBrain CPLG has acquired location‑based entertainment (LBE) rights for the Miffy and Friends brand from Mercis BV. The partnership will see WildBrain develop long‑term, ticketed physical experiences such as family‑entertainment centres, theme parks, cruises, hotels, resorts and water parks. The deal aligns with the brand’s 70th anniversary in 2025 and covers key markets including China, Southeast Asia, South Korea and the Middle East, while existing licensing rights span the Nordics, Poland, Italy, Greece, India and the United Kingdom.

Marja Kerkhof, Managing Director of Mercis BV, said, "As Miffy and Friends continues to grow as a global brand, location‑based entertainment gives us a powerful new way to bring Miffy’s universe to life." Evi Sari, Vice President of Global LBE at WildBrain CPLG, added that the brand’s recognizable storytelling and design‑led identity make it ideal for immersive experiences worldwide.