The Paris-based production company, Millimages has tapped The Point. 1888 to represent Molang across the UK, as the animation studio looks to build on the character’s growing social audience of 4 million fans across the globe.
Launched initially as a pre-school IP supported by four animated TV series on Tiny Pop and Netflix in the UK, Molang has picked up a cult following of Gen Z and Millennial fans, an age group that embraces the character’s friendship themes, happiness and humour – evidenced by the 13 billion views of Molang on giphy.
Millimages has also witnessed strong adult sales of Molang accessories via the webshop – www.molang.com – that it launched last December.
The Point.1888’s brief will be to define and develop a new, retail-focused licensing strategy for Molang which primarily targets young UK adults (18 to 24 year olds), whilst also encompassing its secondary pre-school audience.
A phased category rollout, split by audience, will kick off with a range of adult gift and accessories (Abysse Corp), plush, apparel, publishing and then followed by fashion and jewellery collaborations.
Other softlines planned for 2022 onwards include homewares, health and beauty plus cosmetic collaborations. Hardline categories identified include gaming and FMCG.
Retail targets for these young adult ranges will encompass specialist outlets that appeal to lovers of Korean culture (Molang was originally created by a Korean artist) and fans of kawaii products, as well as more mainstream high street retailers.
For Molang’s pre-school audience, The Point.1888 will develop baby and toddler nightwear, fashion daywear and accessories, together with book and magazine publishing.
Mickael Zeggagh, commercial director licensing at Millimages said: “Our long-term vision is to build Molang into a global, 360 lifestyle brand for all ages. We’re certain The Point will become an invaluable strategic partner to help us realise this vision in the UK – a hugely important market.
“Together with Highlight PR, whose brief this year is to increase their creative influencer campaigns to continue driving brand awareness amongst Gen Zs and millennials, we are now in a strong position to ensure Molang takes off in the UK.”
Will Stewart, founder and managing director, The Point.1888, added: “We’re really thrilled to be working with Millimages studio and Molang. This is one of those brands that the entire team got excited about and the potential across retail and product is endless.
“As a retail-first agency we see what buyers want and ask for, and with Molang we can tick so many boxes. 2021 and beyond is going to be incredibly exciting for our team and all at Millimages, as we roll out our agreed strategy, work together on new creative and introduce this brand to a wider audience. As well as some exciting collaborations which we cannot wait to get started on.”