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Three years ago, Nancy Miah had never heard of the fictional, Dutch, poker-faced bunny known as Miffy.

Every time Ms. Miah, a content creator in New York, visits Amsterdam with her Dutch boyfriend, she stocks up on Miffy products.

“They’re like ‘Oh, can you pick me up a Miffy plushie when you come back from Amsterdam next time?’”

Now, she calls herself the “Miffy Queen.”

“I would buy a bunch of Miffy stuff, and people would ask, ‘Where did you get that, what is that?’” she said.