Gifts Today magazine

Licensing Link bring Molang to the UK & Ireland

Brand extension and licensing agency, Licensing Link appointed by Millimages.

Molang is a Korean Kawaii rabbit and, together with his best friend Piu Piu the chick, their unique take on happiness and friendship is set to captivate audiences.

The brand has already been a hit in Korea, with more than a thousand products available to date.

In addition, special emoticon downloads are exceeding 180,000 per month in Korea, while in China downloads have reached 360,000 per month.

In the UK, Turner has acquired the TV rights and will air the 104 short-form episodes on Cartoonito.

This is further supported with a free mobile app for preschoolers – currently available in France and arriving in other territories soon.

Called Molang: A Happy Day it has already notched up almost 20,000 downloads in a month.

There are currently six games available, with a further six planned.

Social media presence across Facebook, Twitter and Tumblr is also building.

Licensing Link will initially be targeting the plush, stationery and apparel categories, as well as accessories, jewellery and tech accessories.

Ian Wickham, director of Licensing Link, said: “Excitingly, unlike any other brand of this genre, the owners have embarked on covering all aspects of where tween and teenage children are engaging with media before launching with consumer products on an international scale.

"Major TV platform commitment, social media and gaming are all available with Molang and his 30 or so friends to drive not just instant mass awareness but collectability too, to ensure Molang really is here for the long term. This has phenomenon written all over it and we are very lucky to be involved”


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