Millimages brand Molang is expanding into the world of gaming thanks to a new partnership with Player 2, an agency focused on gaming, esports, and digital entertainment.

The collaboration aims to take advantage of Player 2’s experience in the gaming world, securing opportunities and products that bring Molang’s message of kindness into video games. Player 2 will work to establish new relationships and extend the brand across digital platforms for modern games worldwide.

Molang got its start as a character doodle by Korean illustrator Hye Ji Yoon. Since then, the brand and its recognizable characters have seen success through an animated series, YouTube Kids content, a licensing partnership to produce plush with PlaybyPlay, and more. 

“The great team at Player 2 not only has the experience and connections to develop really interesting Molang products in the world of gaming and digital entertainment, they also advocate the brand’s core values,” says Alexandra Algard-Mikanowski, Licensing and Merchandising Director at Millimages.

Molang, known as The Ambassador of Kindness, has seen more than 712 million views on YouTube Kids and 18 million on the adult YouTube channel. Player 2 hopes to bring Molang fans who enjoy gaming new opportunities to engage with the brand.

“Our work together will open up new doors for a global audience that’s ready to dive deeper with Molang,” says Michelle Perez Barruos, Senior Vice President of Partnerships at Player 2. “We’ve identified a definite overlap in the wide and diverse audiences that could enjoy video games and Molang in tandem.”