Licensing News

Molang Partners with Player 2 for Gaming and Digital Entertainment

player 2 molang

Player 2, a modern agency specializing in gaming, esports and digital entertainment, is thrilled to announce their new partnership with Molang, Millimages’ global icon, aka The Ambassador of Kindness.


The collaboration will combine Player 2’s broad expertise in gaming with Molang’s international charm and notoriety to establish exceptional relationships and extend the brand across digital platforms for modern games worldwide. The company will specifically target opportunities and products that integrate Molang’s core message of kindness into the gaming experience.


Alexandra Algard-Mikanowski, Licensing and Merchandising Director at Millimages, said: “The great team at Player 2 not only have 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. We are excited to see how they will integrate kindness, empathy and friendship into projects, especially as video games and digital experiences are so influential – and we always strive for Molang to have a positive influence on its fans of all ages everywhere.”


“Our work together will open up new doors for a global audience that’s ready to dive deeper with Molang,” says Michelle Perez Barruos, SVP 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. We can’t wait to help elevate this adorable character to even greater heights.”


Molang, aka The Ambassador of Kindness, is an international TV, social media, licensing, and merchandising phenomena. The brand has had huge exposure and engagement worldwide with 712 million views on YouTube Kids and 18M on the adult YouTube channel. In 2023 alone, Molang gained 821K Tik Tok subscribers and 335K on Instagram. As it has evolved into a pop culture icon, Molang’s versatility has been drawing large Gen-Z and millennial audiences on YouTube and social media platforms with its parodies and its good-humoured take on modern life.