Millimages’ biggest Merchandising Hit, Molang, signs new Licensing Agents around the World
Brandora Editorial Staff - May 2022Lead by Marina Narishkin, former Licensing Director at TF1, MD of CPLG France and actual General Manager of Millimages, the Licensing and Merchandising department of the 31- year-old production studio is mainly focused on the iconic Molang, the kind and cuddly character with over 6M followers on social media. The year 2022 is already a success for Molang, with Licensing agencies from around the world wanting to represent the lifestyle brand, popular amongst preteens, Gen Z and young parents alike!
With 15 prominent L&M agencies signed up, the IP Molang is a high performance brand. The Licensing and Merchandising industry, like many, work in cycles, and the character created in 2010 has already survived many which is remarkable. The character, lead by the strong values of kindness and empathy, resonates in our current world and has grown more and more popular on social media over the last years thanks to a highly engaged community, on platforms such as Instagram and Tiktok.
Attentive to the demographic of its audience, going beyond that of the TV series, Millimages has repositioned the brand Molang to its true target: 18-30 yr olds. New tools to support this repositioning were developed: a new core style guide, commissioned from the design agency Together Design; a seasonal and thematic trend guides, a brand platform, and more to come. Although it all aligns with Molang’s timeless values, it gives the IP a new and exciting feeling, and brings new prospects and deals that in the pipeline from around the world.
“Brand building is all about creating alliances, as they can truly make or break a brand”, says Marina Narishkin. “We are very proud of our agent infrastructure, and the new members of our extended Molang family are proud to join us as well”.
WP Brands (Australia and New Zealand)
WP Brands is a brand marketing and licensing agency based in Melbourne, Australia. They have over 25 years of experience in licensing, content syndication, and brand management, and manage some of the world's largest brands and licenses such as PEANUTS, CARE BEARS, PADDINGTON... Molang is among all these well-known brands and launching its new adventure in these two dynamic markets. LIM MI-KYOUNG, the Managing Director from WP Brand, says: “WP Brands is delighted to be the licensing partner of the Molang family for Australia and New Zealand. We look forward to working with Millimages on this truly beautiful brand”
Jantar Projekt (Poland)
Jantar Projekt is a Polish licensing agent focusing on both kid & adult brands, with an expertise in the music and sport industries. "Molang came in at a great moment, after difficulties with the pandemic, Polish citizens need to have warm, peaceful, and kind brands in their life", according to Janusz Tarasiuk, the owner. “We wish to make Molang a lifestyle brand to make people in Poland happier, healthier and more open for making the world better!”
RaiCOM (Italy)
In contract for Molang since 2018, Rai Com is the company that deals with the distribution of Rai Group and Third Party rights, in Italy and abroad. Rai Com is the exclusive distributor of all rights belonging to Rai programming and are acting as licensing agents for many of the external properties also distributed on their various channels, such as Rai YOYO. In particular, the Consumer Products department manages brands, promoting, developing properties, and taking care of all aspects of brand management. “Rai Com is very proud to continue representing Molang in Italy. We have worked in these years to give the property the best exposure in the Italian market and we are very happy to have the opportunity to do even better in the coming years” says Alessandro Ravani, Sales Director of Rai Com.
Active Merchandising (Germany)
In contract since 2018, Active Merchandising has renewed its trust in Molang for the German markets. They specialize in developing customized licensing programs for a variety of different brands, from ELMER to CHEFSCLUB, whether it is in publishing, animation, entertainment, design or digital. Anita van Esh, owner of the agency, says “We are delighted to be working on Molang and thank Millimages for their continued trust and support. Molang is a great property which has a broad appeal and offers so many exciting licensing possibilities. Our gift and plush partner Nici Germany has done a great job in developing a Molang cuddly toy line which appeals to both an older and a younger target group. With the addition of new licensees we are extending the Molang range into the areas of apparel, accessories, home wear and more... We look forward to continuously growing the brand in our territory.”