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“We’re very excited for Molang’s potential”

Licensing Link Europe’s Ian Wickham talks building the brand at UK retail.

Licensing already has a firm global footprint, but with the growth of platforms such as YouTube and social media, there isn’t any country that a property feasibly can’t reach.

The Source continues with its series of highlights featuring five brands from different territories and sectors of the licensing business which are busy making an impact on UK consumers.

Today: Molang (South Korea)


Korean artist Hye-Ji Yoon created Kawaii characters Molang and Piu Piu in 2010 for her personal blog, but that was just the start.

Molang and Piu Piu quickly gained awareness in Asia starring on instant messaging platforms such as Kakaotalk and Wechat, thanks to free stickers and emoticons.

French animation studio Millimages created a series of non-verbal TV episodes – which aim to explore Molang and Piu Piu’s everyday life and highlight the DNA of what the brand is all about: happiness, friendship and mutual respect.

Licensing Link Europe is handling the consumer products programme for the brand in the UK, with licensees on board including TOMY (master toy), Aykroyds, TDP Textiles, Roy Lowe & Sons, Smith & Brooks, Fashion UK/Global Licensing, Danilo, Hype Associates, Blueprint, Kennedy Publishing, DJ Murphy, Click Distribution and Whitehouse Leisure.

“We have a number of retailers who have just started to range – Primark, George at Asda, Hamleys, Harrods and independents have been the first to go, with more stores ranging Molang for this forthcoming autumn/winter season,” explains director Ian Wickham. “We are very excited with the potential and how positively Molang has been received.”

The aim for the end of 2018 is to make sure that consumers are fully aware of Molang as a property, with the early adopter retailers experiencing positive sales as a platform for growth for 2019, says Ian. By the end of 2019, there will also be 208 x 3’30’’ episodes, as well as three longer format specials, while a strong digital offer across all key social sites has been developed.

Ian adds: “With the content and assets we already have and Millimages’ desire, enthusiasm and drive for Molang to become a significant global success, then we should be looking to achieve some really great things.”

This feature originally appeared in the summer 2018 edition of Licensing Source Book. Click here to read the full publication.

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