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Line Friends moves into mobile gaming with Supercell and the Brawl Stars IP

The global character brand, Line Friends, has detailed a global partnership with the mobile game developer Supercell to carry out a raft of collaborations on the Brawl Stars IP.

Supercell is a Finland-based company that develops games such as Brawl Stars, Clash Royale and Clash of Clans. Brawl Stars became a global hit when more than 10 million people signed up for pre-registration before it first launched last December.

As part of this new strategic partnership, official Brawl Stars merchandises reflecting the unique approach of Line Friends will be unveiled at a pop-up store next month in Korea, and will be also be available at major Line Friends retail spaces and online sales platforms.

On top of this, Line Friends plans to develop further licensing business deals targeted at global fans in the US, JapanEurope and more.

Prior to the merchandise launch, Line friends showcased the original character lineup of Brown & Friends, drawing from Brawl Stars with new in-game skins on November 25. It will also launch sticker packs on Line Messenger on December 3.

The Brawl Stars-themed Brown & Friends will also be available in the form of exclusive merchandise at pop-up stores opening next month, showing its own unique creative take on the characters.

Line Friends has introduced characters and content that has received overwhelming responses from Millennials worldwide. With this partnership, the brand seeks to further solidify its competitiveness in content business, based on the company’s creativity and strategic know-how of characters.

Line Friends has developed new characters including BT21 and ROY6 in an unparalleled way, by collaborating with global artists and has offered diversified contents, taking another step towards becoming a global creative studio,” said a spokesperson from Line Friends.

“With the partnership with Supercell, Line Friends will expand the company’s reach into the game industry and widen the main target from just the millennials to the Generation-Z, creating a successful character business model.”

An official of Supercell added: “We’re excited to collaborate with Line Friends, its characters have been an inspiration to Brawl Stars and we’re thrilled to see these two worlds merge. Leveraging Line Friends’ strong track record of developing memorable characters, we expect to enhance players experience with Brawl Stars and increase charms of its world.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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