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Aurora World Lines Up Plush Products for BT21

BTS’ Line Friends characters are making their way to the plush market in Europe.

Aurora World has been awarded a pan-European plush toy license for BT21, a series of characters derived from global character brand Line Friends. The agreement was brokered by WildBrain CPLG.

The contract, which runs through the end of December 2021, will see Aurora World launch plush versions of the BT21 characters in 50 European countries. Aurora World’s Design and Research Institute is developing the plush line, which will feature all eight characters in a range of soft toys, plush keyrings and cushions.

“The amazing success of both Line Friends and BT21 in multiple markets guarantees strong demand for high-quality plush product – and quality has been central to our plush success from the beginning,” says Jay Noah, director, content business, Aurora World. “We are delighted to be working with this incredible brand and are sure that this highly significant agreement will be a major talking point throughout the character license industry during this year and throughout 2020.”

The deal follows Line Friends’ deal with Tycoon to expand the BT21 line in Latin America, as well as the launch of a pop-up shop in Camden, London with Bravado.

The plush range is expected to be available at retail in early 2020. Aurora will distribute the new BT21 products through its global distribution network in Europe and international markets.

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