Millimages has appointed The Point.1888 to represent "Molang" in the UK. The animation studio hopes to strengthen its license strategy to better target its 4 million viewers and capture more around the globe.“We're really thrilled to be working with Millimages studio and Molang. This is one of those brands that the entire team got excited about and the potential across retail and product is endless," Will Stewart, Founder, and Managing Director, The Point.1888 said.
Although launched as a pre-school IP supported by four animated TV series on Tiny Pop and Netflix in the UK, the majority ofthe brand's fans are Gen Z and Millennials. Approximately 13 billion views were recently recorded of Molang on GIPHY, the growing social engagement with Millimages’ digital content and the abundant sales it made on its accessories and other march.
The Point.1888’s seeks to continue implementing strategies that will lead to an increase in viewers ages 18-24 and its secondary pre-school audience. “Our long-term vision is to build Molang into a global, 360 lifestyle brand for all ages,” Mickael Zeggagh, Commercial Director Licensing at Millimages said. “We’re certain The Point will become an invaluable strategic partner to help us realize this vision in the UK – a hugely important market. Together with Highlight PR, whose brief this year is to increase their creative influencer campaigns to continue driving brand awareness amongst Gen Zs and millennials, we are now in a strong position to ensure Molang takes off in the UK. ”
The merch rollout will kick off with a range of adult gifts and accessories by Abysse Corp, plush, apparel, and then followed by fashion and jewelry collaborations. Retail targets for these young adult ranges will encompass specialist outlets that appeal to lovers of Korean culture from which the show derived, and fans of kawaii products, as well as more mainstream high street retailers. For Molang’s pre-school audience, The Point.1888 will develop baby and toddler nightwear, fashion daywear, and accessories, together with book and magazine publishing. “As a retail-first agency we see what buyers want and ask for, and with Molang we can tick so many boxes. 2021 and beyond is going to be incredibly exciting for our team and all at Millimages, as we roll out our agreed strategy, work together on new creative and introduce this brand to a wider audience," Stewart said. "As well as some exciting collaborations which we cannot wait to get started on!”