Leading digital kids’ network and studio, WildBrain has been appointed by Mercis Media to manage and grow the YouTube presence of the popular kids’ brand, Miffy, on an exclusive worldwide basis. Created in 1955 by celebrated Dutch author and artist Dick Bruna, Miffy is a multi-entertainment brand featuring an adorable white bunny loved by generations worldwide. In addition to animated content, the brand enjoys extensive global consumer product programmes in publishing, toys and homewares. WildBrain managing director Jon Gisby said: “Miffy is a sensation around the world. For generations, her fans both young and old have celebrated Dick Bruna’s artistry through books, animated content and consumer products. We are thrilled that Mercis Media recognised WildBrain’s expertise at managing brands on YouTube and we look forward to working with them to help grow Miffy’s audience.” Utilising their expertise at brand management and monetising content, WildBrain plans to grow Miffy’s YouTube audience with a strategy that includes the relaunch of the Miffy English channel with a focus on the US market; the launch of new Miffy channels in French, Spanish, Japanese, Korean, Brazilian and Portuguese; and the optimisation of existing channels in Dutch, Italian, German and Russian. WildBrain will manage a library of more than 200 Miffy videos across these channels, many being shared on YouTube for the first time. “We are very excited to become part of a strong platform that reaches global audiences on YouTube. We are dedicated to bringing the heritage of Dick Bruna into the lives of young children around the world. Teaming up with WildBrain is an excellent opportunity to further grow our Miffy fan base on YouTube and create more channels,” added Mercis Media managing director of Marja Kerkhof.