By Allison Watkinson
TLL Reporter
Millimages and bRAND-WARD have signed new licensing partnerships for the Molang entertainment brand with PMS International and Helen Exley London.
Molang, also known as the ambassador of kindness, is an international character IP and lifestyle brand that was acquired by Millimages in 2015.
Initially created in 2010 by Korean illustrator Hye Ji Yoon, the Molang brand was further developed by French author Marie-Caroline Villand and the Millimages team to become a stand-alone character that focuses on themes such as compassion, kindness, peace and happiness.
PMS International is a UK-based wholesale distribution and import company that offers products in a wide range of categories.
The company will distribute licensed Molang products for amusement parks, leisure, theme parks and festivals in the UK and Ireland, as well as multiple regions across the Middle East, Africa and Asia.
“PMS are delighted to be partnering with Molang,” said PMS International director, John Costi-Mouyia. “The appetite for Korean and Japanese cute and squishy styling has been in the ascendency over recent times. We look forward to distributing Molang throughout our extensive leisure and attractions network.”
Helen Exley London is an independent publishing company that specializes in creating uplifting gift books. The company has signed a licensing partnership to create, publish and distribute English-language gift books for the Molang franchise worldwide, except in Japan and Korea.
“We’re loving the Molang brand,” said Helen Exley director, Charlotte Smith. “It’s a great brand fit for Helen Exley giftbooks and we’re looking forward to launching at the Frankfurt book fair this autumn following a very positive response from international customers already.”
Since its acquisition by Millimages, the Molang brand has expanded to include a wide range of entertainment content and licensed merchandise.
The bRAND-WARD agency was first appointed by Millimages to represent Molang’s UK licensing program in December 2023. Since its appointment, bRAND-WARD has worked alongside KJG Ltd. owner, Kirstie Guthrie and BlueSkye Licensing director, Maggy Harris to grow the Molang brand into new retail categories and consumer demographics.
This includes categories such as online animation, apparel, publishing, gifts, accessories, preschool TV and more.
“We have always known that Molang, the Ambassador of Kindness, would be well positioned for success in the UK, providing its broad fanbase, from young adults to kids, with a positive model that youth around the world have been craving,” said bRAND-WARD founder, Jean-Philippe Randisi. “So, although we are not surprised, we are thrilled to see that the UK really is falling in love with Molang!”
Established in 1991, Millimages is an independent animation and production studio that is based in Paris, France. The studio develops, produces, distributes and licenses entertainment content across multiple media platforms.
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