About us

Typically Dutch

Dutch design is all about simplicity, and in that sense Dick Bruna is a classic Dutch artist. It is only natural that this simplicity is reflected in miffy Handmade. The stories of Dick Bruna and the colours of the Dutch landscape form a beautiful source of inspiration to work with. Think of white daisies, beach stripes, tulips, a farmer’s dungarees, or an ice-skating hat on the rink. miffy’s friends are also full of character and colour.
Production takes place in Vietnam, while design and marketing are carried out in the Netherlands.

Handmade

In Vietnam, many people crochet gifts for family and friends in their spare time. It has always been a cherished pastime. Handmade products require dedication, training, and above all a shared love of craftsmanship. In this way, we create employment opportunities for underprivileged people in Vietnam.
Miffy dolls are crocheted at seven different locations. Among the makers, 50% are housewives or elderly individuals who often live in isolation, and 20% are people with disabilities. Because Vietnam lacks a social safety net, they are usually dependent on support from family members.
Every product carries the hallmark of careful craftsmanship — lovingly and skillfully made by our dedicated artisans.
It takes several hours to complete a miffy Handmade doll, including crocheting and assembling. The production time of an outfit varies depending on the amount of embroidery work required, which is why some outfits are more expensive than others. Beyond crocheting, the process includes sourcing yarn, logistical planning, and organizing transport.
That miffy Handmade creates jobs and provides a good income for a growing number of vulnerable people makes the product even more meaningful.

Interchangeable Outfits

Because children can swap the outfits, it’s easy to imagine miffy in many different roles. It allows children to act out stories, stimulating their cognitive development and nurturing their imagination.
Individual clothing pieces may make the product slightly more expensive, but they offer children hours of playtime and the opportunity to create their own stories. Suitable for both boys and girls!

Collaborations with Museums

At Just Dutch, we find it important that children are introduced to art at a young age. That is why we collaborate with leading museums and draw inspiration from famous paintings in their collections.
Miffy’s dresses are based on iconic artworks — such as Vermeer’s Girl with a Pearl Earring or Van Gogh’s Almond Blossom. In this way, children get to know art through play and can recognise the paintings when they encounter them later in a museum or book.
This natural approach allows us to connect play, learning, and culture in a fun and meaningful way.

Materials

We use organic cotton yarn, with just the right thickness. This yarn highlights the crochet stitch and gives miffy her authentic handmade look. Most of our yarn is sourced from producers in Vietnam who follow international safety standards and use certified dyes.

Quality Checks

We place great emphasis on quality and offer a varied range of clothing so every store can choose the outfits that best suit their collection. Because each miffy, Melanie and Boris is dressed individually in the Netherlands, we conduct an additional quality check at that moment.

Awards & Recognition

We are proud that miffy Handmade has won several awards in recent years. This motivates us to bring the stories of miffy and her friends to even more children around the world:

Buyers Choice Award in Custom Design

MSA Museum Store Association 2025, Los Angeles

MSA Museum Store Association, Boston (2022)

Beste Product ‘baby + child’

New York Now (2021)

Best Doll Award, Platinum

Loved by Children (2018)

Best Toy Awards, Silver

Junior Design Award, speelgoed 3–5 (2016)
European Product Design Award – Toys 3–6 (2017)
European Product Design Award – Handmade Toy (2017)