PG Live marks official launch of publisher’s new moniker
Childhood nicknames are often cute and none more so than Mifkins, which is what Natalie Alexander’s beloved grandparents called her – so now she’s taken the moniker for her business rebrand.
The newly-rebranded business will officially be christened at Progressive Greetings Live 2023, which takes place Tuesday and Wednesday, 6-7 June, at London’s Business Design Centre.
Having set up her own greeting card publishing company under her shortened proper name of Natalie Alex Designs, Natalie feels the Mifkins brand is well suited to her mission of challenging stereotypes in children’s characters and designs.
“Mifkins is a huge change from my original name for my card business – my name!” Natalie told PG Buzz, “But it’s one that feels absolutely right. It’s the fun, mischievous and fearless kids’ brand that I always knew I wanted to create.”
She explained Mifkins is curious, cute and also really personal as the name comes from a family nickname that was started by her grandparents, who also called her sister Kathryn “Katypots”, and passed on through each generation, down to her own kids.
Having always been drawn to challenging stereotypes in children’s characters and designs, Natalie added: “This is something so important and so visible at every kid’s milestone through their cards and giftwrap – these illustrated worlds for children are hugely influential.
“This is why I create inclusive, aspirational designs where everyone can see themselves represented. My princess card sees her riding a dragon instead of being rescued, my fairy designs have girl and boy fairies of all skin tones, and my space and dinosaur ranges aren’t gendered.
“I’m so excited to share the Mifkins’ world with every child and show them they can be anything they want to be – every child is a Mifkins!”