Molang Gets Licensing Agent in the U.K. & Ireland

bRAND-WARD has been appointed as the licensing agent for Molang in the U.K. and Ireland.

The character of Molang has no nationality or age and is gender-neutral. The series promotes empathy, softness and joy as Molang cares for everyone and everything. bRAND-WARD’s licensing efforts in the U.K. and Ireland will focus on products, services and retail destinations.

Molang has 712 million views on YouTube Kids and 18 million on the adult YouTube channel. In 2023, Molang gained 821,000 TikTok followers and 335,000 Instagram followers.

Molang began in 2010 as a doodle by Hye Ji Yoon, a Korean illustrator. In 2015, Millimages acquired the global rights to the brand and developed the series with French author Marie-Caroline Villand.

Alexandra Algard-Mikanowski, licensing and merchandising director at Millimages, said: “With the endless appetite of Western consumers for cute-looking designed cultural icons and the critical need for empathy and kindness, the time is right for Molang to reach out to its fans in the U.K. and provide a bit of relief and community spirit. bRAND-WARD really understands Molang’s fundamental purpose of spreading kindness and will be an excellent advocate for the brand in this important market.”

Jean-Philippe Randisi, founder of bRAND-WARD, added: “Molang stands for empathy, and empathy seems to be the most needed currency today. The world needs Molang. It is no surprise if most fans of Molang are teens and young adults: the character is an antidote to the anxiety at coming of age in polarized societies. Molang is genderless and ageless but full of love and emotions.”