fbpx

Media & Digital

KIM-JOY FOR MOLANG

26 May - 2020

Tags from the story: Kim-Joy, Millimages, Molang.

Millimages has teamed up with Kim-Joy to bolster Molang’s fast-growing social presence in the UK

 

Millimages has teamed up with foodie influencer and kawaii fan, Kim-Joy, of Great British Bake Off fame, to bolster Molang’s fast-growing social presence in the UK.

Focusing on the UK market, Kim-Joy fronts a recipe video for making Molang decorated biscuits, which she unveiled to her 247k Instagram followers this week via IGTV. Her fans will have the chance to win Molang prizes as the baking star judges their efforts to recreate the recipe at home. To celebrate the collaboration, Millimages has created a series of Kim-Joy x Molang GIFs based on its character, and will syndicate campaign content across Molang’s social channels.

Lise Cosentino, director of marketing and communication at Millimages, commented: “In many ways, Molang and Kim-Joy are kindred spirits, so we could not dream of a better collaboration and are looking forward to unveiling it to our fans!

Kim-Joy added: “If you follow Molang online, you’ll know we both share a passion for baking and cooking! As a huge Molang fan, I’m really excited about this partnership and can’t wait to bring the baking and kawaii communities together through the Kim-Joy x Molang recipe video – keep watching my Instagram feed for more details.”

This collaboration reflects our new strategy to target millennials and Gen Z in the UK, positioning Molang as a cute character whose themes of friendship, happiness and humour chime with this age group. Kim-Joy is a perfect fit for the brand and will no doubt raise awareness amongst these key audiences” commented Ian Wickham, director for Licensing Link Europe Ltd, who manage the UK licensing programme.

In recent weeks, Millimages has enhanced fans’ digital experience of Molang through the launch of two AR filters on Instagram and Facebook and released the character’s first fully-curated album – Molang Music. GIF usage via GIPHY and Tenor continues to increase, with nine billion users expected by summer 2020.


Subscribe to our newsletter


Read our last issue


Our Youtube Channel!




MOLANG IN A FIRST-EVER LIVE WITH TOMORROW X TOGETHER FAN
MOLANG IN A FIRST-EVER LIVE WITH TOMORROW X TOGETHER FAN

Millimages has announced the first ever Molang live fan event in London. The two-day affair will take place from March 2nd - 3rd at Sokollab/BoraBori in Soho to mark the 5th anniversary of K-pop band – and huge Molang fans - Tomorrow X Together (TXT). The celebration...

read more
THE ALL-NEW JAMES BROWN APPAREL CAPSULE COLLECTION
THE ALL-NEW JAMES BROWN APPAREL CAPSULE COLLECTION

Perryscope Productions, the recently appointed global licensing agent for the James Brown Estate, has announced the launch of an all-new James Brown apparel capsule collection in collaboration with Roots of Fight. As licensing agent for the James Brown Estate,...

read more
SOCIAL TV CORNER: INTERVIEW WITH GRANI & PARTNERS
SOCIAL TV CORNER: INTERVIEW WITH GRANI & PARTNERS

At the Spielwarenmesse, Licensing Magazine has interviewed Grani & Partners to find out more about their novelties and partnerships. From our Social Tv Corner at Spielwarenmesse 2024, Licensing Magazine's interview with Massimo Gonzi, General Manager, at Grani...

read more