London, UK — bRAND-WARD, licensing Agent for MOLANG in the UK, and Millimages have announced two new deals with PMS International and independent Giftbook Publisher Helen Exley London for gift books.

PMS has taken on rights to the iconic brand for amusement, leisure, theme parks and festivals in the UK, ROI and MEA, and outdoor leisure products for the UK, ROI and EMEA, while Helen Exley has English gift book rights worldwide excluding Japan and Korea.

Charlotte Smith, Sales & Operations Director, Helen Exley Giftbooks says: “We’re loving the Molang brand. 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.”

John Costi-Mouyia, International Licensing Director, PMS International says: “PMS are delighted to be partnering with Molang. 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.”

Jean-Philippe Randisi, founder of bRAND-WARD, added “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. So, although we are not surprised, we are thrilled to see that the UK really is falling in love with Molang!”

bRAND-WARD was appointed by Millimages to represent MOLANG in the UK in December 2023. Since then, the agency, with the support of Kirsty Guthrie (KJG Ltd) and Maggy Harris (BlueSkye Licensing), has been busy closing deals. Several British licensees have signed multi-year and multi-territory deals for the Gen Z idol, such as Fashion UK for apparel, accessories and footwear in the UK and EMEA; and Heathside for toys, gifting and toiletry in the UK, Europe and the US. These latest partners join pre-existing UK licensees Aurora for plush and character cushions.

In other important UK activity, fans were able to connect with their favourite characters at a live fan-organised event at the Wari Wari café in London last March. And, whilst waiting for a whole range of new Molang products to hit UK shelves in the coming year, consumers can already find Molang and Piu Piu plush by Aurora at HMV.

In terms of audience share, Molang is followed on social media by 8 million fans. 41% of its followers are aged 18 to 24. In Europe, the UK is the second biggest Molang market on TikTok and YouTube, and the 3rd largest on Instagram.

About Molang
Kind and affectionate MOLANG has a unique, instantly recognizable style. Molang is all about empathy, softness, tenderness and joy. MOLANG has no nationality, is ageless and gender-neutral. MOLANG cares for everyone and everything. Everybody loves MOLANG. MOLANG loves everybody. MOLANG started life in 2010 as a doodle by Hye Ji Yoon, a Korean illustrator, and quickly grew into a digital sensation in its country. Having acquired global rights in 2015, Millimages developed MOLANG with French author Marie-Caroline Villand. She created the character, its values and its universe, through a preschool TV series of 6 seasons, over 300 episodes and sold in 190 countries. Today, MOLANG gathers 28 billion views on GIPHY and over 7 million social media followers. It has now evolved into a lifestyle brand with a successful consumer products programme, supported by 18 international licensing agents.

About Millimages
Operating from Paris since 1991, Millimages is a major independent animation production company. The visionary studio develops, produces, and licenses high-quality cross-media content, with a catalogue of over 75 IPs. Composed of seven internal business units and a branch in Shenzhen, Cina, Millimages is a key player in the animation landscape, generating 10M+ views across the globe every day, with global hits such as Molang, Louie and 64 Zoo Lane.

About bRAND-WARD
bRAND-WARD is an IP consultancy and Licensing Agency business helping IP owners/creators grow and monetise their IP globally. bRAND-WARD works with and for content producers, toy companies, digital studios, publishers, and all companies keen to expand their horizons. Created in 2019, the company is owned by Jean-Philippe Randisi, who held senior roles at the likes of Nickelodeon, ITV, Zodiak Kids/Banijay, Saban and Disney.