Aurora World Inks a Deal for Molang Plush

Source: Licensing Works!

Millimages tapped Aurora World to serve as the new master plush licensee for the Molang character in North America.

Licensing Works! brokered the deal, under which Aurora World will create a full range of every day, seasonal, and feature plush products using its eco-friendly materials and sustainable manufacturing processes. The new line will be inspired by the Molang programming and GIFs that have been shared more than 8 billion times by a growing fanbase of more than 2.5 million people.

The news comes out of Licensing Week Virtual, which was created to fill the void left in the absence of this year’s Licensing Week, which was canceled due to the COVID-19 pandemic.

“Molang is an endearing global sensation, with fans of all ages from all over the world,” says Michael Kessler, senior vice president of sales and marketing at Aurora World. “Aurora is excited to welcome the beautiful friendship of Molang and Piu Piu to the Aurora brand portfolio.”

Based on Hye-Ji Yoon’s characters, the International Emmy Award-nominated Molang series is available on multiple networks and platforms in the U.S., including Disney Channel, Netflix, Amazon Prime Video, Hulu, YouTube, and others.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.