Studio Millimages names The Point.1888 as new UK licensing agent for Molang in strategic reboot

Paris-based, production company Millimages has appointed The Point.1888 to represent Molang in the UK, as the animation studio pivots its licensing strategy to leverage the character’s growing social audience of 4m+ fans worldwide.

Although launched as a pre-school IP supported by four animated TV series on Tiny Pop and Netflix in the UK, Molang’s cult fans are predominantly Gen Z and Millennials. This age group loves the cute character’s friendship themes, happiness and humour, as evidenced by the recent 13 billion views of Molang on GIPHY, the growing social engagement with Millimages’ pipeline of bespoke digital content, plus strong sales of adult accessories on the Molang.com ecommerce platform 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 (18-24 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, 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 comments: “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 comments: “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!”

About Millimages:

Millimages is one of the most reputed independent animation studios in Europe operating out of Paris, London and Shenzhen with a catalogue of over 1,500 hours of produced content, over the last 30 years. The studio prides itself on its global development, production, distribution & licensing of a broad range of high- profile family entertainment across all media. Millimages embraces digital production and distribution with over 75 IPs spanning 100 digital networks – together they generate 10 million daily views.

About The Point.1888

The Point.1888 is the next generation of brand licensing. Matching brands with retailers and manufacturers to create powerful new products, The Point.1888 helps its clients boost revenue, brand awareness, consumer engagement and brand love.

The company also donates 11% of its profits each year to charities that have an emotional connection to each collaboration.

Borne from Joseph Miller & Sons Ltd, The Point.1888 is a fifth-generation family company with 130 years’ experience in bringing products to market.

It believes that making more money and getting closer to customers is easy when you have the right partner. You go out of your comfort zone, create something new and work with businesses you never thought you would. And the results can be incredible. That’s The Point(.1888) of brand licensing.

Source：Millage