The series focuses on the life of young rabbit Miffy. Select concerts featured musical acts by the stars of "LazyTown", "Franklin", and "Miffy and Friends". Robert Mikelson and an unnamed child with a stuffed toy known as Miffy (). The Miffy brand is popular in Japan, with strong sales of Japanese-made Miffy merchandise. Select "Miffy and Friends" episodes were included on themed DVD discs released in 2009. Hello Kitty is alleged to be drawn in a similar style to the rabbit Miffy. The Miffy books each contain twelve pages of story. A new brother or sister for Miffy is introduced in "Miffy And The New Baby". A feature-length film, "Miffy the Movie", was released on 30 January 2013. Miffy celebrated her fiftieth birthday in 2005. In Canada, "Miffy the Movie" premiered as part of the 2013 Toronto International Film Festival. There are now almost 32 Miffy titles and many more for the other characters. The titular rabbit, Miffy, goes on a treasure hunt at a zoo. The first Miffy book was produced in 1955, and almost 30 others have followed. Most Miffy books have an advisory reading level of age 4 to 8 years.