By Allison Watkinson
TLL Reporter
The Player 2 agency has signed a new partnership with Millimages to bring the Molang brand to video games and digital entertainment.
Molang, also known as the ambassador of kindness, is an international character IP and lifestyle brand that was acquired by Millimages in 2015.
Initially created in 2010 by Korean illustrator Hye Ji Yoon, the Molang brand was further developed by French author Marie-Caroline Villand and the Millimages team to become a stand-alone character that focuses on themes such as compassion, kindness, peace and happiness.
“The great team at Player 2 not only have the experience and connections to develop really interesting Molang products in the world of gaming and digital entertainment, they also advocate the brand’s core values,” said Millimages director, Alexandra Algard-Mikanowski. “We are excited to see how they will integrate kindness, empathy and friendship into projects, especially as video games and digital experiences are so influential – and we always strive for Molang to have a positive influence on its fans of all ages everywhere.”
Player 2 is a licensing and branding agency that focuses on helping its clients gain a foothold in the gaming, esports, and digital entertainment industries.
The agency offers a variety of services such as strategic consultation, communications, marketing, business development, licensing collaborations and more.
Per the terms of the licensing representation partnership with Millimages, Player 2 will use its expertise in the gaming industry to establish new partnerships and collaborations for the Molang franchise that will extend the brand into digital gaming platforms.
The Player 2 agency plans to specifically target licensing opportunities and products that can effectively integrate Molang’s core message of kindness into the gaming experience.
“Our work together will open up new doors for a global audience that’s ready to dive deeper with Molang,” said Player 2 SVP, Michelle Perez Barruos. “We’ve identified a definite overlap in the wide and diverse audiences that could enjoy video games and Molang in tandem. We can’t wait to help elevate this adorable character to even greater heights.”
Established in 1991, Millimages is an independent animation and production studio that is based in Paris, France. The studio develops, produces, distributes and licenses entertainment content across multiple media platforms.
Since its acquisition by Millimages, the Molang brand has expanded to include a wide range of entertainment content and licensed merchandise such as online animation, apparel, publishing, gifts, accessories, preschool TV and more.