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Supercell, Line Friends Partner for Brawl Stars IP

The collaboration also includes pop-up stores with exclusive merchandise.

Line Friends, one of the world's fastest growing global character brands, announced a global partnership with mobile game developer Supercell.

The two companies will carry out a wide array of collaborations on Brawl Stars IP. As part of the partnership, official Brawl Stars merchandise that reflects Line Friends' approach will be unveiled at a pop-up store in Korea next month. The merchandise will be also be available at major Line Friends retail spaces and online sales platforms. Line Friends also plans to develop further licensing business deals targeted at global fans in the U.S., Japan, Europe and more.

"We're excited to collaborate with Line Friends, its characters have been an inspiration to Brawl Stars and we're thrilled to see these two worlds merge,” says a Supercell official. “Leveraging Line Friends strong track record of developing memorable characters, we expect to enhance players experience with Brawl Stars and increase charms of its world."

Prior to merchandise launch, Line Friends showcased the original character lineup of Brown & Friends, drawing from Brawl Stars with new in-game skins and sticker packs on the Line Messenger app.

"Line Friends has developed new characters including BT21 and ROY6 in an unparalleled way, by collaborating with global artists and has offered diversified contents, taking another step towards becoming a global creative studio,” adds a Line Friends spokesperson. “With the partnership with Supercell, Line Friends will expand the company's reach into the game industry and widen the main target from just the millennials to the Generation-Z, creating a successful character business model."

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