Millimages has announced the appointment of Brand-Ward as licensing agent for its flagship property, Molang.

Animation studio Millimages has appointed Brand-Ward as licensing agent for its flagship property, Molang, in the UK and Republic of Ireland.

Based in the UK and France, Brand-Ward is a kids IP consultancy and licensing agency founded by Jean-Philippe Randisi, who has worked on a broad range of global properties such as SpongeBob SquarePants, Dora the Explorer and Power Rangers. Jean-Philippe Randisi will be joined by licensing sales consultants Maggy Harris (BSL) and Kirsty Guthrie (KJG) to support the development of Molang in the British Isles.

Molang, aka The Ambassador of Kindness, is an international TV, social media, licensing and merchandising phenomena. The brand has had huge exposure and engagement worldwide with 712m views on YouTube Kids and 18m on the adult YouTube channel. In 2023 alone, Molang gained 821k Tik Tok subscribers and 335k on Instagram. As it has evolved into a pop culture icon, Molang’s versatility has been drawing large Gen-Z and millennial audiences on YouTube and social media platforms, with its parodies and its good-humoured take on modern life.

Brand-Ward’s licensing efforts in the UK will focus on products, services and retail destinations relevant to its target group and the brand’s DNA.

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 UK 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. It is no surprise if most fans of Molang are teens and young adults, as 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.”