Kakao has picked IMG to license its Kakao Friends brand in Europe exclusively.

The initial focus for Kakao Friends in Europe will be apparel and accessories, fashion accessories and homewares. IMG will work to uncover partnerships for the brand in those sectors across Europe.

"We are excited to bring Kakao Friends to Europe with IMG," says Ron Cho, director, Kakao IX U.K. "We believe our expertise in character branding in the digital age combined with IMG's expertise in entertainment and licensing will make Kakao Friends stand out.

Kakao Friends includes eight characters derived from a series of emoticons on the Kakao Talk platform, a Korean messenger platform with more than 200 million users. Characters Apeach, Ryan, Muzi, Con, Tube, Neo, Frodo and Jay-G have already featured in various collaborations. The characters have appeared in partnerships with brands including Uniqlo and Vans.