Miffy

Miffy found a permanent Soho home on Newburgh Street with the first-ever shop dedicated to Dick Bruna's much-loved little rabbit, opened to mark Miffy's 70th anniversary. Just off Carnaby Street, it turns seven decades of a Dutch design icon into a bright, browsable store for fans of all ages.

As a one-of-a-kind Miffy shop in Soho, it gathers the character's world under one roof: soft toys, homeware, stationery, apparel and gifts, much of it exclusive or anniversary-themed. The clean, graphic Miffy aesthetic translates naturally into a shop that is as much a photo stop as a place to buy a present.

What to expect from this Miffy store in Soho

Expect the full spread of officially licensed Miffy: plush toys in every size, ceramics and homeware, notebooks and stationery, clothing and accessories, and gift-ready pieces tied to the 70th anniversary. It is compact and cheerful, geared to fans, gift-hunters and design lovers alike, and makes an easy detour from the Carnaby crowds.

The character and the shop

Created by Dutch artist Dick Bruna in 1955, Miffy has grown into a global design icon, and this Soho store is a milestone for the brand. It sits among Newburgh Street's independent shops, near heritage label Aubin, with more of the area's stores in our Soho shops listings.

How a visit works

The Miffy store opens as a walk-in shop, broadly Monday to Saturday daytime and Sunday afternoons in line with the Carnaby district. It is a straightforward browse-and-buy for toys and gifts. More on the store is on This Is Soho, with product and background on the official Miffy site.