Millimages, one of Europe’s oldest independent animation studios and IP developers, is marking a decade of success for its flagship character Molang at Brand Licensing Europe (BLE). The studio’s booth at BLE will emphasize the retail segment, showcasing a range of licensed products that have helped the brand connect with audiences worldwide.
Since 2015, Molang has embodied kindness and positivity, attracting fans across generations. The Heathside Trading collection, featuring plush toys, bag charms, and collectibles, has been particularly popular with Generation Z and millennial consumers. The brand has also expanded into stationery deals, reinforcing its presence in back-to-school and gifting categories. Apparel collaborations further extend Molang’s transgenerational universe to fashion.
In July 2025, Millimages partnered with HMV in the U.K. to celebrate Molang’s 10th anniversary, with store windows across the country displaying themed installations from August through October. The milestone underscores the brand’s enduring appeal and its successful global licensing strategy.
Molang, a Franco-Korean character created by Marie Caroline Villand and Hye Ji Yoon, has grown into an international phenomenon. The character has starred in six seasons of an animated TV series, a digital-first spin-off, and an expansive licensing program. The character’s social media presence, with more than 10 million fans, includes viral content across Instagram, TikTok, and YouTube.
“Ten years is an incredible milestone as the Molang universe continues to expand,” says Alexandra Algard-Mikanowski, Commercial Director, Millimages. “Molang … transcends all cultural and social barriers, touches hearts, and has allowed us to establish some wonderful and trusted global partnerships.”
Based in Paris since 1991, Millimages develops, produces, and licenses cross-media content, generating more than 10 million views worldwide daily across its portfolio of more than 75 intellectual properties, including global hits such as Louie and 64 Zoo Lane.
Find Millimages and Molang at Booth No. A138.
