As a twenty something, it’s not often I venture out for a 70th birthday celebration but this was one I wasn’t going to miss – Miffy’s 70th at the Leeds City Museum!
I grew up reading Miffy books and remember a little Miffy bag that I carried around with me everywhere. To be working on the Miffy account now, here at Highlight as an Account Executive, is a full circle moment!
Miffy has been a client of Highlight’s for 25 years; the agency was involved in a previous exhibition in 2005, which toured museums nationwide to mark Miffy’s 50th anniversary and was the last time artist Dick Bruna’s works were on public display in the UK. So, this was another milestone that Highlight was delighted to support.
My job was to capture content for Miffy’s UK social channels of families interacting with the exhibition on the first Saturday after opening.
Having caught the train from Bristol, I was excited to arrive at the foot of Leeds City Museum’s grand façade – complete with colourful, eye-catching banner promoting the exhibition.
Crowds were already queuing on the steps – eager to meet Miffy – who was appearing throughout the day. I was first in line for a pic, sneaking one just before the doors opened!
The Exhibition Space
Entering the exhibition space, I was immediately transported into the playful world of Miffy. Filled with Dick Bruna’s iconic colours, the space offered plenty of photo opportunities and designated areas for little ones to play, all while being surrounded by his works. The exhibition showcases original sketches and drawings from Bruna’s books as well as posters, book covers, logos, and his work for charities and various worthy causes.
With dedicated spaces for crafting, hide-and-seek and reading, there’s so much to see and do, and children certainly made the most of it!
I spoke to Matthew Storey, Principal Keeper at Leeds City Museum, who shared his thoughts on bringing this exhibition to life:
“It’s been a joy working on this exhibition. I’ve enjoyed learning more about Dick Bruna’s process and style. But the best moment was the opening day, seeing young visitors discover Miffy for the first time, as well as older ones who have known her for years.”
Spanning Generations
The highlight of the day was meeting Miffy herself! Families eagerly lined up to snap photos and share a special moment with the beloved bunny. Many little ones were dressed in Miffy outfits and couldn’t wait for a hug. At the same time, groups of Gen Z were poised to capture the perfect Instagrammable shot, adorned with paper Miffy ears!
A Day to Remember
The Family Fun Day with Miffy was a huge success, bringing families together for a day of joy, creativity, and Miffy’s undeniable magic. It is a memory I will hold with me as I continue my work on the Miffy account here at Highlight.
The exhibition runs until September 7th 2025, so there’s plenty of time to visit and experience Miffy’s world for yourself in Leeds. After that, it is travelling to Norfolk in October until the end of the year.
You never know, it could be another 20 years before Dick Bruna’s artworks go back on display so don’t miss your chance to celebrate with her in her 70th year!
Find out more about Miffy’s 70th Birthday here – https://museumsandgalleries.leeds.gov.uk/pQdMnCd/miffy-s-70th-birthday
Have YOU visited yet? I’d love to know your thoughts and hear your favourite parts!