Toy manufacturer TOMY brings Molang to Germany
At the start of the year, TOMY international secured the coveted license for the white bunny Molang. Due to its growing popularity, the Korean emoji has now arrived in Germany and will be available from selected dealers from August onwards.
With its unique design, Molang is a children’s toy and lifestyle product in one. The TOMY products for Molang and his best friend, the Piu Piu chick, include collectable figures, game sets, and functional soft toys.
Molang is the result of a Korean student’s graduation project. Molang became famous online as an emoji on instant messaging services. In addition to numerous toys and merchandise articles, Molang also has his own television series, which has already been nominated for the international Emmy Awards.
“Beyond its functionality as a cuddly children’s toy, Molang has the potential to be treated as a real lifestyle object,” explains Jan Remus, General Manager for DACH for TOMY Germany. In addition to the use of popular games media, the company is also focusing on a targeted approach with influencers and lifestyle bloggers. The main target group is therefore not just the 13-to-14-year-olds, but also young women between 20 and 29 years of age.
A collection highlight is the cuddly super soft version of Molang. Due to its unique special fibres, the bunny returns to its original shape even after extensive cuddling.
Images: TOMY international