Alibaba Takes On 'Molang' in China

The popular European character brand will also expand its reach in Hong Kong, Taiwan and Macao.

ASIA–The French animation studio Millimages has tapped the Alibaba Group’s licensing division, Alibaba Entertainment Licensing, to serve as the exclusive agent for online and offline sales of “Molang” merchandise in China.

Alibaba Entertainment Licensing will also serve as the non-exclusive agent for the brand in Hong Kong, Taiwan and Macao.

“‘Molang’ already has great brand awareness in the territory thanks to its emoticon presence on ‘WeChat,’ the most popular Chinese instant messaging service,” says Laurence Papon, head of licensing, Millimages. “With Alibaba Entertainment Licensing’s online and offline distribution and marketing capability, ‘Molang’ is sure to grow rapidly in this giant market.”

“Molang” is also currently airing on the Chinese VOD platform IQIYI and will launch on a host of additional platforms in the coming months. “Molang” currently boasts four TV seasons and 9 TV specials.

“Millimages is a leader in the European children’s entertainment licensing,” says Danqing Hu, director, Alibaba Entertainment Licensing. “This is our first collaboration with Millimages and also our first time operating a European IP. We believe ‘Molang’ has a tremendous potential in China and this collaboration is the first step toward broader cooperation with Milliamges.”