WildBrain CPLG has secured a deal on behalf of Line Friends for a branded activation at the Artbox Cafe in Brighton, U.K.

The café has been renamed Line friends & BT21 Tasty Universe, with a branded eat-in menu including savory dishes, desserts and drinks. Themed ice creams are also available from its takeout parlor. 

Line Friends characters decorate Artbox’s exterior and interior, with the café’s windows displaying a range of merchandise. The Artbox Cafe is selling products from U.K. licensees including GB Eye, Paladone and Aurora, alongside its own exclusive collection of pins, tote bags, mugs, face masks and notebooks, at its shop on-site.

“During these times, consumers are seeking out fun experiences, which are also executed in a COVID-safe way,” says Danielle Brosnan, brand and retail manager, WildBrain CPLG. “This exciting new partnership with Artbox Cafe delivers exactly that, as fans of Line Friends’ beloved Brown & Friends and BT21 brands now have a destination to immerse themselves in the world of their favorite characters, and also purchase merchandise to continue the experience at home.” 

Line Friends’ new café follows the recent debut of a first-ever e-commerce store for the brand. The online shop launched in 17 countries last month.