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, said: “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 said: “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,” said Ian Wickham, director for Licensing Link Europe, 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.