Tinderbox – the digital division of leading global brand extension agency Beanstalk – has partnered with IPX, the digital IP platform company behind the Line Friends and BT21 characters.
Line Friends started from the original characters including Brown, Cony and Sally created for use as stickers for the mobile messenger app LINE and its 200 million users. In 2017, IPX launched BT21 and has since developed into a successful character brand, introducing a variety of products and content in collaboration with global partners.
As the global digital licensing agency for Line Friends and BT21, Tinderbox will drive the expansion of the characters into new digital experiences including in-video game crossovers, dedicated video games, Web3 and more.
The partnership comes on the heels of the recent success of the Line Friends collaboration with PUBG Mobile.
“We are excited to partner with IPX to represent some of the most recognisable and beloved character brands globally,” commented Dave Tovey, head of Tinderbox at Beanstalk. “Line Friends and BT21 have a massive global Gen Z and Millennial fanbase, and through this partnership we see incredible potential to expand their presence in the gaming and digital space, creating unique, engaging experiences for fans across all platforms.”
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