GB Eye readies new partnership with Line Friends’ character brand BT21

Leading gift and homeware licensee, GB eye, has secured a new deal with Line Friends to launch a range of posters, gifting and merchandise, based on the popular character brand BT21.

BT21 is a new character IP created by Line Friends and the international K-Pop phenomenon, BTS. Since its launch, the brand has captured the imagination of a millennial generation worldwide, and has gained more than 19 million followers and subscribers on social media.

The pan-European deal, brokered by CPLG, will see GB eye offering a collection from July featuring its unique stories and personalities of the eight charming BT21 characters.

BT21 already has a strong consumer merchandise programme in place. London-based customers were treated to a BT21 sell out pop-up store during Spring 2019 as part of an increasing consumer products portfolio.

GB eye’s collection, which will include best-selling product formats across posters and a host of other popular merchandise options, will be available to view at from July. The range will include a variety of price points from easy to grab lines to gift sets and more statement collectable items.

Emily Aldridge, head of licensing at GB eye, said: “We are thrilled to welcome BT21 and its instantly recognisable and popular characters to our brand portfolio. The unique pop-culture back story provides a strong narrative for a successful licensed product range.

“As BT21 characters are widely loved by consumers from all around the world, we are expecting the collection to be high in demand. We are seeing an overwhelmingly positive reaction from retail already and are looking forward to the launch this month.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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