European independent animation studio Millimages has appointed US agency Licensing Street to represent its popular brand Molang in North America.
Molang is an animated TV series which Millimages started producing in 2015. The series now has over 312 episodes and has been sold in 195 countries. Now, the IP has over 950 consumer products from 80+ licensees.
In the US, Molang has 85 million views on YouTube Kids and almost a million on the adult YouTube channel. In the US in 2023 alone, the brand reached 380K Tik Tok subscribers, 78K on Instagram and 32K on Facebook, while the six animated series have been aired in the US on Disney Junior, Netflix, Hulu, Kidoodle TV, Playground, and Hopster.
Millimages licensing & merchandising director Alexandra Algard Mikanowski added, “We are delighted that Molang will join Licensing Street’s list of outstanding and successful IPs. Licensing Street’s approach to L&M, in particular their strength in retail development, is an ideal match for this iconic brand as it builds on its huge popularity with Gen Z and millennial audiences, both on social and on shelves. We look forward to working together to ensure every American fan has a gorgeous Molang plushie by the end of the year!”
Licensing Street partner Jason Korfine commented, “Molang is all about kindness, joy and positivity, with a unique and instantly recognisable style. We look forward to finding new ways to expand this message with exciting new concepts in fashion, accessories, home décor, stationery and more.”
Recent global deals for the brand that cover the US include the launch of a YouTube channel in June featuring Molang as an influencer, and a 73-piece apparel capsule collection aimed at the 16–35-year-old market.
Millimages’ Molang will be present at BLE: Stand A230
