LINE FRIENDS partners with Starbucks for festive collaboration

LINE FRIENDS, the popular characters based on stickers from messaging app Line, have partnered with Starbucks to unveil a new Christmas collaboration across Asia Pacific, featuring BROWN (“the bear with an unchanging expression”), CONY, and the entire BROWN & FRIENDS character lineup.

The Starbucks x LINE FRIENDS collaboration offers gift-worthy lifestyle accessories, as well as also a video featuring BROWN on LINE FRIENDS’ official Youtube and Instagram to inspire Millennials and Gen Z with the heartwarming message of “Yet still merry”. 

The collaboration unfolds with the story of how BROWN encounters himself from the past at a Starbucks store, and gains heartwarming cheer and hope after reading a touching message from BROWN in the past.

LINE FRIENDS has also produced a selection of festive-themed LINE messenger stickers and a Zoom virtual background.

“This collaboration brings together Starbucks and LINE FRIENDS’ shared passion for creating meaningful moments and making every day special,” says Erin Silvoy, vice president, Product and Marketing, Starbucks Asia Pacific. “This partnership brings our customers merry fun and holiday cheer, along with a new way to connect with loved ones and share a special moment this holiday season.”

The limited-edition lifestyle essentials – including planners, tumblers, plush toys, tote bags and many more – are now available to purchase at select Starbucks stores across 12 regions in Asia Pacific – Australia, Hong Kong, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Thailand, and Vietnam – while supplies last. More updates on the Starbucks® X LINE FRIENDS collaboration will follow in 2022.






WildBrain CPLG secures Line Friends partnership with Brighton’s Artbox Cafe

WildBrain CPLG has secured a new deal for the global character brand Line Friends that will see it open a new, branded activation at the Artbox Cafe in Brighton.

Following its launch on December 12 this year, the Line Friends at Artbox Cafe partnership is now underway and sees Artbox Cafe bring Line Friends’ Brown and Friends, as well as BT21 characters across its take-away and sit-down cafe.

 Danielle Brosnan, brand and retail manager at WildBrain CPLG, said: “During these times, consumers are seeking out fun experiences, which are also executed in a Covid-safe way.

“This exciting new partnership with Artbox Cafe delivers exactly that, as fans of Line Friends’ beloved Brown and Friends and BT21 brands now have a destination to immerse themselves in the world of their favourite characters, and also purchase merchandise to continue the experience at home.”

As part of the partnership, the café has been renamed Line Friends and BT21 Tasty Universe and a branded eat-in menu has been introduced with a range of savoury dishes, desserts and drinks. Themed ice creams are also available from its takeaway parlour.

The cafe’s shop is selling products from UK licensees including GB Eye, Paladone and Aurora, alongside its own exclusive collection of pins, tote bags, mugs, face masks and notebooks.