bRAND-WARD Named Licensing Agent for ‘Molang’ in the U.K.

Millimages, one of the oldest independent animation studios and IP developers in Europe, is pleased to announce the appointment of bRAND-WARD as licensing agent for their flagship property, “Molang” in the U.K. and Republic of Ireland. 

Based in the U.K. and France, bRAND-WARD is a kids IP consultancy and licensing agency founded by Jean-Philippe Randisi who has worked on a broad range of global properties such as “SpongeBob Square Pants,” “Dora the Explorer” and “Power Rangers,” to name a few. Randisi will be joined by licensing sales consultants Maggy Harris (BSL) and Kirsty Guthrie (KJG) to support the development of “Molang” in the British Isles.  

“Molang,” aka The Ambassador of Kindness, is an international TV, social media, licensing and merchandising brand. It has exposure and engagement worldwide with 712 million views on YouTube Kids and 18M on the adult YouTube channel. In 2023, “Molang” gained 821K TikTok subscribers and 335K on Instagram. As it has evolved into a pop culture icon, “Molang’s “versatility has been drawing large Gen-Z and millennial audiences on YouTube and social media platforms with its parodies and its good-humored take on modern life.  

bRAND-WARD’s licensing efforts in the U.K. will focus on products, services and retail destinations relevant to this target group and the brand’s DNA.  

 “With the endless appetite of Western consumers for cute-looking designed cultural icons and the critical need for empathy and kindness, the time is right for ‘Molang’ to reach out to its fans in the U.K. and provide a bit of relief and community spirit,” says Alexandra Algard-Mikanowski, licensing and merchandising director, Millimages. “bRAND WARD really understands ‘Molang’s’ fundamental purpose of spreading kindness and will be an excellent advocate for the brand in this important market.” 

“‘Molang’ stands for empathy, and empathy seems to be the most needed currency today,” says Randisi. “The world needs ‘Molang.’ It is no surprise if most fans of ‘Molang’ are teens and young adults: the character is an antidote to the anxiety at coming of age in polarized societies. ‘Molang’ is genderless and ageless but full of love and emotions.”