GB Eye Sets Sights on BT21 Licensing Deal

GB eye has partnered with Line Friends to launch a range of merchandise based on the character brand BT21.

CPLG brokered the pan-European deal.

The collection will include posters, gifting and merchandise based on BT21 characters. Items in the range, such as gift sets and collectibles, will be available across a variety of price points.

“We are thrilled to welcome BT21 and its instantly recognizable and popular characters to our brand portfolio,” says Emily Aldridge, head, licensing, GB eye. “The unique pop-culture back story provides a strong narrative for a successful licensed product range. As BT21 characters are widely loved by consumers from all around the world, we are expecting the collection to be high in demand. We are seeing an overwhelmingly positive reaction from retail already and are looking forward to the launch this month.”

BT21 is Line Friends’ group of eight unique characters inspired by K-pop band BTS. A member of the band inspired each character in the collection that debuted in late 2017.

GB eye’s line of BT21 merchandise will launch later this month.