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GB eye Inks L&M Deal with LINE FRIENDS for BT21 Collection


The gift and homeware licensee GB eye has secured a licensing deal with LINE FRIENDS to launch a collection based on the new character brand BT21.

Brokered by CPLG, the pan-European deal will see GB eye rolling out a line that includes a range of posters, gifting and merchandise featuring the eight BT21 characters this month. Available to view at, the collection will have a variety of price points.

Emily Aldridge, head of licensing at GB eye, said: “We are thrilled to welcome BT21 and its instantly recognizable and popular characters to our brand portfolio. The unique pop-culture back story provides a strong narrative for a successful licensed product range. As BT21 characters are widely loved by consumers from all around the world, we are expecting the collection to be high in demand. We are seeing an overwhelmingly positive reaction from retail already and are looking forward to the launch this month.”

About Chelsea Regan

Chelsea Regan is the associate editor of World Screen. She can be reached at


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