Behind every plush rabbit stands Mercis bv, the Dutch company charged with protecting and promoting Miffy’s legacy. Mercis rejects short-lived fads, insisting instead on timeless design, ethical production and child-centred play. Working only with manufacturers who share those values, the company audits factories for fair labour practices, reduced water consumption and lower carbon emissions.

Simplicity sits at the heart of the brand. Just as Dick Bruna’s picture books use bold primary colours and uncluttered lines to spark imagination, licensed merchandise is deliberately minimal, avoiding flashing lights or noisy gimmicks. Textures, colours and Miffy’s friendly expression encourage calm, open-ended play that nurtures creativity and emotional security.

Sustainability is more than a buzzword for Mercis. New plush lines prioritise recycled fibres, organic cotton and packaging you can either recycle or compost. Community engagement is equally important: partnerships with children’s hospitals, literacy charities and museums ensure Miffy’s message of kindness reaches families everywhere. The Miffy Museum in Utrecht invites children to step into her world, while regular reading events cultivate the next generation of storytellers.

At The Lovely Little Toy Shop we echo these principles. By sourcing directly from Mercis-approved suppliers we can trace every stitch, ensuring that every customer receives an authentic product that respects people and planet alike. Choosing your next Miffy from us is a vote for thoughtful design and responsible retail.

The legend began in 1955, during a seaside holiday in Egmond aan Zee. Graphic artist Dick Bruna watched a rabbit dart through the dunes and spun a bedtime tale for his toddler son. That rabbit became “nijntje” (short for “konijntje”, Dutch for “little bunny”) and then, for international tongues, Miffy. A year later the first square picture book appeared, combining thick black outlines with blocks of bright colour; children everywhere fell in love.

Throughout the 1960s and 70s Miffy’s adventures multiplied, each story exploring friendship, curiosity and everyday wonder. Television series carried her gentle voice into homes from Tokyo to London, while art exhibitions revealed her as a design icon cherished by adults as much as children. Bruna insisted Miffy always face her audience—eye-to-eye, honest and equal. When the character marked her 65th birthday in 2020, global art trails and commemorative plush editions proved that the little rabbit’s appeal is truly timeless.

The creators behind Miffy believe that a toy should nurture the planet as well as the child. Mercis bv, guardian of Dick Bruna’s legacy, partners only with manufacturers who pass rigorous social audits, ensuring fair wages, safe working hours and zero child labour. Fabrics increasingly feature recycled polyester fibres spun from post-consumer plastic bottles, while new lines trial GOTS-certified organic cotton for the outer plush. Even the iconic swing-tag is printed on FSC-approved card with vegetable-based inks, so it can head straight for household recycling.

Energy use matters too: factories are upgrading to solar panels and closed-loop water systems, cutting both carbon and wastewater. Finished toys travel in bulk rather than individual poly-bags, and retail cartons use starch-based tape instead of plastic. Choosing a Miffy from us means supporting a supply chain that treats people kindly, treads lightly on the Earth and delivers lasting joy, exactly the values that Dick Bruna’s smiling rabbit has stood for since 1955.

Dick Bruna (1927–2017) was a Dutch illustrator, writer and graphic designer who turned simplicity into an art form. His thick black outlines, flat primary colours and pared-back shapes invite children to complete each scene with their own imagination. Bruna produced more than 120 picture books; the Miffy titles alone have sold over 85 million copies in fifty languages. Away from Miffy, he designed striking posters and paperback covers, notably for the Zwarte Beertjes crime series. A quiet humanitarian, he supported UNICEF and answered thousands of fan letters personally, always signing off with a smiling little rabbit.