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MOLANG adds UK Partners PMS International and Helen Exley London

MOLANG adds UK Partners PMS International and Helen Exley London

bRAND-WARD, licensing Agent for MOLANG in the UK, and Millimages announce two deals with PMS International and independent Giftbook Publisher Helen Exley London for gift books.  

PMS has taken on rights to the iconic brand for amusement, leisure, theme parks and festivals in the UK, ROI and MEA, and outdoor leisure products for the UK, ROI and EMEA, while Helen Exley has English gift book rights worldwide excluding Japan and Korea.

Charlotte Smith, Sales & Operations Director, Helen Exley Giftbooks says: “We’re loving the Molang brand.   It’s a great brand fit for Helen Exley Giftbooks and we’re looking forward to launching at the Frankfurt book fair this autumn following a very positive response from international customers already.”

John Costi-Mouyia, International Licensing Director, PMS International says: “PMS are delighted to be partnering with Molang. The appetite for Korean and Japanese cute and squishy styling has been in the ascendency over recent times. We look forward to distributing Molang throughout our extensive Leisure and Attractions network.”

Jean-Philippe Randisi, founder of bRAND-WARD, added “We have always known that MOLANG, The Ambassador of Kindness, would be well positioned for success in the UK, providing its broad fanbase, from young adults to kids, with a positive model that youth around the world have been craving. So, although we are not surprised, we are thrilled to see that the UK really is falling in love with Molang!”

bRAND-WARD was appointed by Millimages to represent MOLANG in the UK in December 2023. Since then, the agency, with the support of Kirsty Guthrie (KJG Ltd) and Maggy Harris (BlueSkye Licensing), has been busy closing deals.  Several British licensees have signed multi-year and multi-territory deals for the Gen Z idol, such as Fashion UK for apparel, accessories and footwear in the UK and EMEA; and Heathside for toys, gifting and toiletry in the UK, Europe and the US. These latest partners join pre-existing UK licensees Aurora for plush and character cushions. 

In other important UK activity, fans were able to connect with their favourite characters at a live fan-organised event at the Wari Wari café in London last March. And, whilst waiting for a whole range of new Molang products to hit UK shelves in the coming year, consumers can already find Molang and Piu Piu plush by Aurora at HMV.

In terms of audience share, Molang is followed on social media by 8 million fans. 41% of its followers are aged 18 to 24. In Europe, the UK is the second biggest Molang market on TikTok and YouTube, and the 3rd largest on Instagram.  

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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