Jan. 11, 2024

Molang Licensed for Distribution in the U.K and Ireland

bRAND-WARD will house the distribution of the French children animation series, Molang henceforth. By: Cassia Ling

The titular character, Molang is a white rabbit who was ornamented as genderless, ageless and one without a nationality. The children’s soap opera chronicles the friendship dynamics of the duo, Molang who possesses enthusiasm and optimism and its best friend, Piu Piu, a reserved but outgoing chicken. The duo would pit their wits in numerous predicaments, from day-to-day situations to globetrotting on escapades. The series aims to spread empathy, softness and joy with Molang’s character through her endearment for Piu Piu, giving a fresh perspective on each episode. 

bRAND-WARD’s licensing efforts in the U.K and Ireland will focus on merchandising as well as the children animation series.

Molang has amassed an impeccable 712 million views on YouTube Kids and 18 million on the adult YouTube channel. Just last year, the renowned character also raked 821,000 followers on TikTok and 335,000 on Instagram.

The origins of Molang dates back to 2010, by Korean illustrator, Hye-Yi Joon. Regarding its sobriquet, the artist dubbed it from the word mallangmallang, a metonym for soft, squishy and fluffy. In 2015, Millimages procured offshore rights to its brand and developed the series with French author Marie-Caroline Villand.

Alexandra Algard-Mikanowski, licensing and merchandising director at Millimages, said: “With the endless appetite of Western consumers for cute-looking designed cultural icons and the critical need for empathy and kindness, the time is right for Molang to reach out to its fans in the U.K. and provide a bit of relief and community spirit. bRAND-WARD really understands Molang’s fundamental purpose of spreading kindness and will be an excellent advocate for the brand in this important market.”

Jean-Philippe Randisi, founder of bRAND-WARD, added: “Molang stands for empathy, and empathy seems to be the most needed currency today. The world needs Molang. It is no surprise if most fans of Molang are teens and young adults: The character is an antidote to the anxiety at coming of age in polarised societies. Molang is genderless and ageless but full of love and emotions.”

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