Meet Miffy — the beloved, little white bunny who became popular as the protagonist in Dick Bruna's children's book series.
Only right now, fans are a bit miffed with Miffy.
The brand tweeted yesterday that it would raffle off a Miffy sweater ("size S") to a lucky fan who retweeted them. The sweater in question?
"Diet starts tomorrow."
On the sweater, you can see Miffy herself eyeing a tempting-looking, cherry-topped dessert.
Naturally, fans were appalled.
The most common response was to a kid's character promoting diet culture...
...while some took offense to the size of the sweater.
Others pointed out that Miffy herself is a child, and shouldn't be concerned with dieting.
The Miffy brand apologized to fans on Twitter.
The sweater is intended for adults, the brand reasoned, and the message was not intended to offend.
The brand's Twitter account hasn't removed the tweet as of yet, but the sweater doesn't appear on the Miffy store website either.