Line Friends partners with Universal to launch Minions x Brown & Friends collaboration

Published on: 22nd July 2021

The internationally celebrated character brand, Line Friends, has partnered with Illumination and Universal Brand Development to unveil its Minions x Brown & Friends collection, a new line-up of products that will feature the Minions’ Stuart, Kevin, and Bob alongside Line Friends’ own Brown and Sally.

A collaboration long over-due, early reaction among Millennials and Gen Z has – understandably – gone viral, as the first glimpse of Brown and Sally dressed in the signature Minions’ get up of overalls and goggles ignited the imaginations of its core audience the world over.

 Launched as part of the collaboration between these two powerhouse brands, the Minions x Brown & Friends collection consists of fashion and tech accessories ranging from AirPods cases to phone grips to canvas tote bags, as well as to golf accessories and camping gear. Collection items are anticipated to hit a record-breaking sellout worldwide.

The Minions x Brown & Friends collection is available for global purchase on the official on- and offline stores of Line Friends in countries and regions including Korea, the US, Japan, and China, from July 22. Line Friends is also slated to drop big surprises of digital contents, including Line messenger stickers and Instagram AR GIFs for this collaboration, sparking viral sensation among Millennials and Generation Z.

“With our unrivalled creative capabilities, Line Friends once again captures the hearts of Millennials and Generation Z across the world with this collection jointly collaborated with long-standing partners Universal Brand Development and Illumination,” said the Line Friends team.

“We anticipate that this phenomenal collaboration between Brown & Friends, originally created for use as Line messenger stickers, and the beloved Minions will stir up fun and excitement for fans worldwide.”


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