The Point. 1888's brief will be defining and developing a new, retail-focused licensing strategy for Molang, which targets young U.K. adults (18-24 year-olds), while also encompassing its secondary pre-school audience. A phased category rollout, split by the audience, will kick off with a range of adult gift and accessories (Abysse Corp), plush, apparel, publishing, and then followed by fashion and jewelry collaborations.
Othersoftlines planned for 2022 onwards include homewares, health and beauty, as well as cosmetic collaborations. Hardline categories identified include gaming and FMCG.
Retail targets for these young adult ranges will encompass specialist outlets that appeal to lovers of Korean culture and fans of kawaii products, as well as more mainstream retailers.
For 'Molang's' pre-school audience, The Point.1888 will develop baby and toddler nightwear, fashion daywear and accessories, together with book and magazine publishing.
"Our long-term vision is to build 'Molang' into a global, 360 lifestyle brand for all ages," says Mickael Zeggagh, commercial director, licensing, Millimages. "We're certain The Point will become an invaluable strategic partner to help us realize this vision in the U.K. – a hugely important market. Together with Highlight PR, whose brief this year is to increase their creative influencer campaigns to continue driving brand awareness amongst Gen Zs and millennials, we are now in a strong position to ensure 'Molang' takes off in the U.K."
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