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GOING GLOBAL Below: Molang has already attracted a strong raft of early adopter licensees in the UK last year.
SOUTH KOREA: SPREADING HAPPINESS Korean artist Hye-Ji Yoon created Kawaii characters Molang and Piu Piu in 2010 for her personal blog, but that was just the start. Molang and Piu Piu quickly gained awareness in Asia starring on instant messaging platforms such as Kakaotalk and Wechat, thanks to free stickers and emoticons. French animation studio Millimages created a series of non-verbal TV episodes – which aim to explore Molang and Piu Piu’s everyday life and highlight the DNA of what the brand is all about: happiness, friendship and mutual respect. Licensing Link Europe is handling the consumer products programme for the brand in the UK, with licensees on board including TOMY (master toy), Aykroyds, TDP Textiles, Roy Lowe & Sons, Smith & Brooks, Fashion UK/Global Licensing, Danilo, Hype Associates, Blueprint, Kennedy Publishing, DJ Murphy, Click Distribution and Whitehouse Leisure. “We have a number of retailers who have just started to range – Primark, George at Asda, Hamleys, Harrods and independents have been the first to go, with more stores ranging Molang for this forthcoming autumn/winter season,” explains director Ian Wickham. “We are very excited with the potential and how positively Molang has been received.” The aim for the end of 2018 is to make sure that consumers are fully aware of Molang as a property, with the early adopter retailers experiencing positive sales as a platform for growth for 2019, says Ian. By the end of 2019, there will also be 208 x 3’30’’ episodes, as well as three longer format specials, while a strong digital offer across all key social sites has been developed.
Above: Gift will be one of the first categories to launch in the UK for Tulipop.
ICELAND: POP MASTER
Quirky and original, Tulipop is inspired by the eclectic Icelandic heritage of brand founders, illustrator/creator Signy Kolbeinsdottir and ceo Helga Arnadottir. The Tulipop characters and ideas are inspired by ancient fairytales and this will also translate into the product development, says Sarah Fletcher, md of Maximum Licensing, which is handling the growth of the CP programme in the UK. Gift will be one of the first categories to launch in the UK, while key categories will also include paper and stationery, as well as apparel, with a focused retail distribution to grow the brand organically. A dedicated Tulipop YouTube channel launched last summer with the first English language series of 10 x 2’30” episodes written by Tobi Wilson (The Amazing World of Gumball) and just recently hit 1.5 million views. Thanks to its worldwide popularity, a further ten adventures were commissioned which will be available later this year. A recent foray into the US market was also a success, with licensees across key categories launching exclusively at Hot Topic. In addition, Toynami’s Blind Box figures have been nominated for a LIMA International Licensing Award. Sarah comments: “Tulipop is currently in a major period of expansion. Signy and Helga’s Above: Tulipop is inspired goal is for the Tulipop world to by the eclectic Icelandic reach and engage with people heritage of brand founders, globally on as many platforms Helga Arnadottir (left) and as possible. They always Signy Kolbeinsdottir. wanted to extend the world of Tulipop into animation so were thrilled at the response to our YouTube channel, and in five years the goal is to have brought Tulipop to territories around the world through a variety awesome merchandise, great content and gorgeous retail stores.”
Ian adds: “With the content and assets we already have and Millimages’ desire, enthusiasm and drive for Molang to become a significant global success, then we should be looking to achieve some really great things.”
LICENSING SOURCE BOOK EUROPE 2018
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