Millimages taps Licensing Street to rep Molang in the US

The agency will focus on building up the preschool brand's placement at North American retailers and signing new plush and fashion partners.
August 14, 2023

French animation studio Millimages has tapped New York’s Licensing Street as its licensing agent in North America for its flagship preschool franchise, Molang.

Licensing Street will oversee the development of Molang’s consumer products program and search for new partners for the preschool brand in the US. In the short term, the program will focus on plush, fashion, accessories, home and stationery as some of its key product categories.

Licensing Street’s approach to L&M, in particular its strength in retail development, is an ideal match for [Molang] as it builds on its popularity with Gen Z and Millennial audiences both on social and on shelves,” said Millimages licensing and merchandising director Alexandra Milkanowski in a release. 

The announcement comes two months after Millimages partnered with Singapore-based clothing retailer Shein to develop a 73-piece Molang capsule collection. It sold through Shein’s e-commerce site and featured a range of streetwear, dresses, pajamas and pop accessories for both kids and adults. 

Millimages started producing Molang in 2015, and the 2D-animated series follows the relationship and everyday adventures between an eccentric rabbit and their shy best friend. The show now has more than 312 episodes in the can and has sold into upwards of 195 countries. 

This past June, Molang also made its debut as an influencer on YouTube, playing video games and reacting to funny videos online every Sunday. The brand’s channel has racked up 69,000-plus subscribers and more than seven million views since launch. 

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