The co-creation process started with a children’s workshop, forming an inspiring starting point for the Pakistani team of writers and illustrators. At the very nice surroundings of the IVS art school in Karachi – the team worked on the new Play and Learn with Miffy character. A first story line was made and many local animals were drawn before it was decided that the new character would be a monkey. Getting to the Dick Bruna feel took some effort in hot & humid Karachi. After 8 days of lively discussions, delicious Pakistani lunches, drawing by hand (and a little help of the computer), we were very proud 

to present Laddu. Laddu was launched during the Children’s literature festival in Islamabad, Pakistan on May 24th 2013. The writer, Rumana Hussain, presented the first print of the book to the Dutch ambassador in Pakistan, Mr Hugo Gajus Scheltema. After the workshop the creative team developed the poster on personal hygiene and we made a test collection of children’s products. 5000 books were distributed for free in the flood affected areas, and another 5000 were soon sold out in the bookshops, part of the returns was reinvested in early child development.