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Aurora World teams with LINE Friends’ BT21 brand

Licensing deal will bring BT21 plush toys to 50 European countries in 2020.

Aurora World has secured a pan-European plush toy deal for BT21, the series of characters derived from global character brand, LINE Friends.

The deal – which runs until December 31, 2021 – will see Aurora World launch plush version of the eight BT21 characters in 50 European countries.

The plush line – featuring the characters Koya, RJ, Shooky, Mang, Chimmy, Tata, Cooky and Van – will include soft toys, plush keyrings and cushions. It is expected to hit retail from the beginning of 2020.

The deal was brokered by WildBrain CPLG.

“The amazing success of both LINE Friends and BT21 in multiple markets guarantees strong demand for high-quality plush product – and quality has been central to our plush success from the beginning,” said Jay Noh, director of content business at Aurora World. “We are delighted to be working with this incredible brand and are sure that this highly significant agreement will be a major talking point throughout the character licence industry during this year and throughout 2020.”

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