{
  "slug": "multiple-brands-starbucks-calpak-others-2026-08-28t15-6",
  "company": "Multiple Brands (Starbucks, Calpak, others)",
  "headline": "Miffy character collaborations now compete with Labubu and Hello Kitty; 70-year-old IP outranks newer properties.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Modern Retail",
  "source_url": "https://www.modernretail.co/marketing/miffy-madness-a-70-year-old-bunny-is-the-it-character-for-brands/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/multiple-brands-starbucks-calpak-others-2026-08-28t15-6",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ GRAPHITE · Licensed character IP driving retail collaborations · Multiple Brands (Starbucks, Calpak, others)\n\nMiffy character collaborations now compete with Labubu and Hello Kitty; 70-year-old IP outranks newer properties.\n\nThe death of Labubu has been greatly exaggerated, but Miffy's rise shows something real: characters that feel 'safe' and owned are outranking flavor-of-the-month properties. If you're a CPG or home brand with wholesale, licensing a collaboration with Miffy (or a similar quiet-nostalgia IP) is a faster path to shelf lift than launching your own character. The character does the heavy lifting; you do the execution. Starbucks didn't invent Miffy—they just made it available in a cup. You do the same with your product.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/multiple-brands-starbucks-calpak-others-2026-08-28t15-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/multiple-brands-starbucks-calpak-others-2026-08-28t15-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/multiple-brands-starbucks-calpak-others-2026-08-28t15-6",
      "chars": 1265,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ GRAPHITE · Licensed character IP driving retail collaborations · Multiple Brands (Starbucks, Calpak, others)\n\nMiffy character collaborations now compete with Labubu and Hello Kitty; 70-year-old IP outranks newer properties.\n\nThe death of Labubu has been greatly exaggerated, but Miffy's rise shows something real: characters that feel 'safe' and owned are outranking flavor-of-the-month properties. If you're a CPG or home brand with wholesale, licensing a collaboration with Miffy (or a similar quiet-nostalgia IP) is a faster path to shelf lift than launching your own character. The character does the heavy lifting; you do the execution. Starbucks didn't invent Miffy—they just made it available in a cup. You do the same with your product.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/multiple-brands-starbucks-calpak-others-2026-08-28t15-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/multiple-brands-starbucks-calpak-others-2026-08-28t15-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/multiple-brands-starbucks-calpak-others-2026-08-28t15-6",
      "alt_chars": 1265,
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    },
    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ GRAPHITE · Licensed character IP driving retail collaborations · Multiple Brands (Starbucks, Calpak, others)\n\nMiffy character collaborat…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/multiple-brands-starbucks-calpak-others-2026-08-28t15-6",
      "chars": 300,
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    },
    "substack": {
      "label": "Substack · Fending",
      "title": "Miffy character collaborations now compete with Labubu and Hello Kitty; 70-year-old IP outranks newer properties.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nRetail's latest collaboration spike centers on Miffy, a 70-year-old Dutch cartoon bunny, with Starbucks, Calpak, and others lining up for partnerships, displacing Hello Kitty and Labubu as the category's go-to character.\nHere's the cool part — the lever almost everyone misses (and you don't have to): licensed character collaborations work when the IP is uncomplicated and carries authentic history. Miffy's 70-year run and European heritage position it as 'serious' nostalgia, not trend-chasing. For a DTC or CPG brand, this means if you're going to license a property, pick one with cultural depth and multi-generational appeal, not a TikTok-native character that might disappear in 18 months. Partner with a character that your customer's parents remember. The collaboration becomes a bridge, not a moment.\nWhat that means for you: The death of Labubu has been greatly exaggerated, but Miffy's rise shows something real: characters that feel 'safe' and owned are outranking flavor-of-the-month properties. If you're a CPG or home brand with wholesale, licensing a collaboration with Miffy (or a similar quiet-nostalgia IP) is a faster path to shelf lift than launching your own character. The character does the heavy lifting; you do the execution. Starbucks didn't invent Miffy—they just made it available in a cup. You do the same with your product.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Modern Retail: https://www.modernretail.co/marketing/miffy-madness-a-70-year-old-bunny-is-the-it-character-for-brands/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
      "chars": 2101,
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}