As the brand hops into the Tiny Pop top ten, Licensing Link Europe secures three-year Pan European master toy renewal.

UK brand extension and strategy agency, Licensing Link Europe – which manages licensing for the Molang brand in the UK on behalf of worldwide licensor Millimages – has announced the renewal of Tomy’s master toy deal for the brand. The three-year extension covers EMEA and Australia.

The renewal follows the successful launch of Molang on Tiny Pop, the free-to-air UK television channel for children. Ratings for the 15-minute show have been well above the channel average positioning the show within the top 10 on Tiny Pop.

This month sees Tomy, along with Blueprint Collections (the Molang stationery and gift licensee), participating in Christmas on-air and online campaigns on the Tiny Pop channel and website.

Sarah Muller, vice president, children’s and youth entertainment programming, Sony Pictures Television, commented: “Molang is a delightful series, so we’re really pleased with how it’s performed on the channel since its launch on 29th September. Our recent Halloween campaign worked well and now we’re looking forward to our prestige Christmas schedule which features Molang and Piu Piu at its heart.”

Molang first came to the world’s attention on the personal blog of Korean illustrator Hye-Ji Yoon, quickly becoming popular through instant messaging apps. French animation and production studio Millimages then gave Molang his own TV show, which is strongly based on visual humour (Molang and his friends speak a language entirely of their own).

Ian Wickham, director of Licensing Link Europe, commented: “We are delighted that Tomy has come back for a further three years as our master toy partner. This, just as we see Molang taking off on free to air TV here in the UK with strong audience numbers.”