Miffy, with the recognisable drawings, the typical colour palette and easy rhymes, lends itself perfectly for children worldwide to learn about growing up. This inspired Butterfly Works to use the design legacy of Dick Bruna to co-create worldwide characters inspired by Miffy to give children a safe and secure surrounding to learn the first adventures in life.

The books of Play and Learn with Miffy characters are handed out in areas where it is most needed and sold in book shops to the higher end market. Alongside the books, social programmes are designed to educate children and parents about specific basic themes such as personal hygiene. By building the character as a brand, Play and Learn with Miffy can also develop merchandise and generate a profit. Part of the profit is then reinvested in the promotion and support for early child development.