Consumer Products

WildBrain grows Line Friends in London

The licensing agency is partnering with Bravado to launch a pop-up shop featuring products from the popular Korean lifestyle brand.
November 18, 2019

Licensing and marketing agency WildBrain CPLG is partnering with marketing firm Bravado to launch a pop-up store in London for global character brands Line Friends, Brown & Friends and BT21.

WildBrain CPLG (which handles represents the brands as a licensing agency in EMEA) is opening on the new retail fronts from November 23 to December 1. It will feature apparel, accessories, homeware, gifting and stationery products developed by Bravado. Upping its experiential value, the temporary shop will have photo opportunities and product demonstrations.

Originally created as emojis for Asian media conglom Line Corp’s mobile messaging app Line, the brand’s characters now have more than 170 stores across 14 regions, including Korea, New York, Hong Kong and LA. Universal Music Group-owned Bravado previously opened a BT21 pop-up store in London this past May. It brought in more than 12,000 visitors in six days, according to WildBrain CPLG.

Line Friends has been growing its global presence throughout the year, including making the jump to TV. Through a partnership with Corus-owned Nelvana, the brand will bow a a new preschool series expected to be completed in 2022. At the same time, the brand teamed up with the prodco to launch Line Friends’ pop-up shops in Canada. A month later the brand partnered with plush manufacturer Gund to roll out a new range of items to be available online and with specialty retailers across North America.

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