Mofy

Lore & Background

Mofy is a stop-motion animated series of shorts featuring a white bunny made of cotton. The series is based on characters from picture books created by Japanese illustrator Aki Kondo, first published in 2008. The show is a co-production between Associati Audiovisivi (under its Misseri Studio animation brand) and Sony Creative Products, in collaboration with Rai Fiction. For Series 2, ZDF Enterprises joined as co-producer.

The premise follows Mofy, a white bunny, on daily adventures that help her understand and cope with her emotions. The series has been broadcast on multiple channels worldwide, including Rai 2 and Rai YoYo in Italy, NHK in Japan, KiKA in Germany and Austria, Channel 5's Milkshake! in the United Kingdom, ABC Kids in Australia, Jeem TV in Arabia, Azteca 7 in Mexico, Kuwait Television in Kuwait, and Channel 12 in Israel. In the United States, NBCUniversal's Universal Kids acquired the series and ran it as shorts starting May 20, 2019, and it was previously available on the Nick Jr. Channel's Noggin video subscription service app from 2016 to 2018.

Reader's Guide

Mofy represents a notable entry in children's stop-motion animation, distinguished by its cotton-based character designs and focus on emotional learning. The series has achieved broad international broadcast reach, appearing on major children's channels across Europe, Asia, the Middle East, and the Americas. Its merchandising program, managed by Sony Creative Products, has been extensive, including apps, books, magazines, sticker books, digital publications, plushes, stationery, school items, bedding, bags, purses, personal care items, DVDs, apparel, activity books, games, puzzles, toys, and accessories. Promotion has involved magazines, shopping malls, celebrities, retail corners, live appearances, special events, and exhibitions. The property's expansion into international markets was announced at BLE (Brand Licensing Europe) by Takehiko Ohya, manager of Global Business Group Licensing at Sony Creative Products, who cited its appeal in kawaii markets and strong ratings on a UK preschool block. Mofy's significance lies in its cross-cultural appeal and successful integration of emotional education with a distinctive visual style.

Did You Know?

• Mofy is a stop-motion series made of cotton designs featuring a white bunny.
• The series is based on picture books by Japanese illustrator Aki Kondo, published in 2008.
• ZDF Enterprises joined as co-producer for Series 2.
• In the United States, Universal Kids ran the series as shorts starting May 20, 2019.

Origins & Production

Mofy traces its roots to a series of picture books created by Japanese illustrator Aki Kondo, first published in 2008. The television adaptation emerged from a collaborative production effort between Associati Audiovisivi—operating under their animation imprint Misseri Studio—and Sony Creative Products, working alongside Italy's Rai Fiction. This multi-partner framework gave the project a distinctly international character from its very inception. When the series moved into its second season, German broadcaster ZDF Enterprises came aboard as an additional co-producer, broadening both the creative and financial base behind the show. The animation itself is crafted entirely in stop-motion, with each character and set built from cotton, lending the visuals a soft, tactile quality that sets Mofy apart from digitally rendered children's programming. The result is a handcrafted aesthetic that honors the original picture-book sensibility while translating it into a format well suited to television audiences.

Premise & Creative Vision

At its heart, Mofy follows a small white bunny who embarks on gentle, everyday adventures. Each short episode is designed to help the young audience—and the character herself—navigate, understand, and cope with a range of emotions. The show does not rely on grand quests or high-stakes conflict; instead, it draws its narrative energy from the small, relatable moments of daily life. The visual language reinforces this intimacy: every figure is sculpted from cotton and brought to life through painstaking stop-motion photography, giving the world a plush, handmade warmth. This tactile approach mirrors the emotional honesty of the stories, making the bunny's feelings feel tangible and accessible to preschool viewers. The format of short episodes suits the attention span of very young children while still allowing each story to develop a clear emotional arc. Together, the cotton-crafted visuals and the emotionally focused storytelling create a cohesive world where feeling things and working through them becomes a natural, even joyful, part of the day.

Global Broadcast & Distribution

Mofy has achieved a remarkably wide international broadcast footprint for a stop-motion shorts series. In its home territory of Italy, the show airs on both Rai 2 and the dedicated children's channel Rai YoYo. Across the Pacific, Japan's NHK carries the series, while in Germany and Austria it reaches young viewers through KiKA. In the United Kingdom, Mofy slots into Channel 5's well-known preschool block, Milkshake!. Australian children can find it on the Australian Broadcasting Company's ABC Kids, and the series extends its reach into the Middle East via Jeem TV in Arabia and Kuwait Television in Kuwait. In Mexico, Azteca 7 broadcasts the show, and in Israel it appears on Channel 12. In the United States, the distribution path has shifted over time: the series was available on Nick Jr.'s Noggin video subscription app from 2016 through 2018, and later NBCUniversal's Universal Kids picked up the shorts, launching them on May 20, 2019. This breadth of scheduling across so many distinct markets underscores the show's cross-cultural appeal.

Merchandising & Commercial Expansion

The commercial ecosystem surrounding Mofy is as expansive as its broadcast reach. Sony Creative Products' Global Business Group Licensing, led by manager Takehiko Ohya, has highlighted the show's strong appeal in kawaii-oriented markets and its excellent ratings within the UK's popular children's programming as key drivers for broader European expansion. The merchandise catalogue spans a remarkable range: apps, books, magazines, sticker books, digital publications, plush toys, stationery, school supplies, bedding, bags, purses, personal care items, DVDs, apparel, activity books, games, puzzles, and accessories. Promotion has been multi-channel, leveraging magazine features, shopping mall activations, celebrity endorsements, dedicated retail corners, Mofy-themed live appearances, special events, and even dedicated exhibitions. This layered strategy has helped the property move beyond its television origins into a full lifestyle brand for young children, and the licensing team has noted that this success is now being extended into additional international marketplaces.