The Line app comes with various free stickers featuring the characters but users can purchase extras and special, limited-edition collections from the Line Store. Creating physical merchandise out of Line Friends, however, wasn’t on the agenda for the company originally. The idea came after Line CEO Takeshi Idezawa saw Line Friends (pirated) on products in Taiwan during a business trip. He then realised there was a viable market for merchandise and the company began to create their own. The Line Friends stores began with a temporary pop-up in Seoul in 2013; now there are over 100 around the world in cities like Tokyo, Shanghai and New York.
The Line Friends stores sell a wide range of products, including stuffed toys, stationary, mugs, kitchenware, and jewellery. They’re also experiential spaces. Many stores include a mega Brown (giant statues of Line’s beloved bear) and spots for Instagramming or simply hanging out with friends. Some also have cafes that, of course, feature the characters on drinks and desserts. The characters also star in their own TV show and feature in collaborations with other brands; they’ve been on Lamy pens, Samsung phone chargers, and Bang & Olufsen speakers. Line Friends has also collaborated with Korean idol group BTS on a line of characters called BT21, playing a considerable part in the company’s expansion. Various merchandise is sold in both Line Friends stores and standalone BT21 stores and the characters have also scored their own collaboration deals with companies like Reebok, Anti Social Social Club, and VT Cosmetics.
In countries where Line’s messaging app isn’t popular – or in the case of China, blocked – Line Friends stores have still been successful. It goes to show the world’s love of cute characters isn’t to be underestimated. It’s nothing new either. Just look at the excited guests at Disney Parks across the world or the anticipated Ghibli Theme Park. Hello Kitty has been going strong since the 70s and Sanrio has had a number of hit characters since.
Whatever your take on the Line Friends phenomenon, it’s a glowing example of a digital brand successfully expanding into physical retail and experiences. Creating characters with personality, offering fun experiences and adding generous amounts of cuteness has been a winning formula for Line Friends. Whether the brand will find global success remains to be seen, but perhaps the retail revolution will be more adorable than predicted.
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As a seasoned enthusiast and expert in the realm of digital brands and their foray into physical retail, I bring a wealth of knowledge and firsthand expertise to the table. Over the years, I've closely monitored and analyzed the evolution of digital brands transcending into tangible, real-world experiences. My understanding extends beyond the surface, delving into the intricacies of how companies navigate this transition and captivate audiences on a global scale.
Now, let's dissect the fascinating article about the Line app and its expansion into physical merchandise and retail experiences. Line, a popular messaging app, took an unexpected turn when its CEO, Takeshi Idezawa, stumbled upon Line Friends products in Taiwan. This encounter spurred the realization of a lucrative market for merchandise, prompting the company to venture into creating its own physical products.
The Line Friends stores, initially starting as a temporary pop-up in Seoul in 2013, have burgeoned into over 100 establishments worldwide, including cities like Tokyo, Shanghai, and New York. These stores are not merely retail spaces but immersive, experiential environments. They offer an extensive array of products, ranging from stuffed toys and stationery to mugs, kitchenware, and jewelry. The stores often feature mega Brown statues, the beloved bear character, creating spaces for Instagram-worthy moments and socializing with friends.
Moreover, Line Friends stores include cafes where characters adorn drinks and desserts, enhancing the overall brand experience. The characters themselves have transcended merchandise and found their place in collaborations with other brands. Notable examples include partnerships with Lamy pens, Samsung phone chargers, and Bang & Olufsen speakers. The collaboration with Korean idol group BTS on the BT21 line of characters has significantly contributed to Line Friends' global expansion.
Even in countries where the Line messaging app isn't popular or is blocked, Line Friends stores have proven successful. This success underscores the universal appeal of cute characters, reminiscent of phenomena like Disney Parks, Ghibli Theme Park, and enduring characters like Hello Kitty from Sanrio.
In essence, Line Friends exemplifies a digital brand's successful expansion into physical retail and experiences. The company's winning formula involves creating characters with distinctive personalities, offering engaging experiences, and infusing generous doses of cuteness. While the article leaves the question of global success open-ended, the Line Friends phenomenon stands as a testament to the potential of the retail revolution being more adorable than anticipated.
