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.