By Allison Watkinson
Millimages has signed a licensing partnership with Famosa Group’s PlaybyPlay division for a Molang-inspired plush toy collection in Europe and Latin America.
Created by Korean illustrator Hye Ji Yoon, the global rights to Molang were acquired by Millimages in 2015 following a surge in the brand’s popularity across digital media.
Following this acquisition, Millimages partnered with French author Marie-Caroline Villand and numerous other licensees to expand the Molang IP into additional categories across TV, social media, licensing, and merchandising.
“We are thrilled to announce our partnership with Famosa Group and develop existing collaborations with Molang across Europe and Mexico,” said Millimages director, Alexandra Algard-Mikanowski. “Together, our shared goal is to expand the distribution of this pivotal product category for Molang.”
Play by Play is a division of the Famosa-Giochi Preziosi group. Under the terms of the new licensing agreement, PlaybyPlay will be responsible for manufacturing and distributing a wide range of plush products for the Molang IP in numerous regions across Latin America and Europe.
The first items from the plush collection were exclusively unveiled by Millimages and PlaybyPlay at the Nuremberg Toy Fair that took place from Jan. 30 to Feb. 3.
“Partnering with Millimages for the Molang brand represents a significant milestone for Famosa and PlaybyPlay,” said Famosa CEO, José Miguel Toledo. “This collaboration aligns perfectly with our commitment to delivering joyful and high-quality products to children and families across Europe and Latin America. Molang, with its message of kindness and inclusivity, mirrors our values at Famosa.
“We are excited to bring these plush toys to market, contributing to the brand’s global appeal and enriching our diverse portfolio,” added Toledo. “This partnership reflects our ongoing dedication to innovation and excellence.”
The Molang x PlayByPlay plush collection is scheduled to hit the retail market in time for the 2024 holiday season.
Millimages is an independent animation and IP expansion company that develops, produces, and licenses high-quality cross-media content.
The company currently represents an extensive portfolio of more than 75 entertainment IPs.