Millimages has tapped bRAND-WARD as the licensing agent in the UK and Ireland for its flagship preschool IP Molang.

Based in both the UK and France, bRAND-WARD specializes in kids entertainment brands and has previously managed major franchises such as SpongeBob SquarePants, Dora the Explorer and Power Rangers. Molang was previously also repped by British licensing agency Caroline Mickler in the region.

The agency is planning branded retail destinations as part of its regional program for Molang, in addition to products and services.  bRAND-WARD’s appointment comes just a few months after Millimages named Licensing Street as the IP’s North American agent. 

Molang started as a 2D-animated series that launched in 2015 on Canal+ in France. Now in its fifth season, the toon boasts more than 300 episodes that air all around the world, spotlighting the friendship between a rabbit and a chick who tackle everyday problems with equal doses of cuteness and kindness. 

The franchise also has a strong digital presence, racking up more than 723 million collective views on its YouTube channel (1.5 million subscribers) and spawning an influencer-style digital series this year called Molang & PiuPiu YouTubers (26 x 10 minutes).

“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 UK and provide a bit of relief and community spirit,” notes Alexandra Algard-Mikanowski, Millimages’ licensing and merchandising director.