Tinderbox Partners with IPX to Expand Line Friends & BT21 into Video Games & Digital Experiences
Tinderbox, the digital division of leading global brand extension agency Beanstalk, has partnered with IPX, the digital IP platform company behind the beloved LINE FRIENDS and BT21 characters.
LINE FRIENDS started from the original characters including BROWN, CONY and SALLY created for use as stickers for the leading mobile messenger app LINE and its 200 million users. In 2017, IPX launched BT21 and has since developed into a highly successful character brand, introducing a variety of products and content in collaboration with global partners.
As the global digital licensing agency for LINE FRIENDS and BT21, Tinderbox will drive the expansion of these iconic characters into new digital experiences, including in-video game crossovers, dedicated video games, Web3 and more.
The partnership comes on the heels of the recent success of the LINE FRIENDS collaboration with PUBG Mobile, a milestone that captivated audiences and demonstrated the power of combining iconic characters with immersive gaming experiences. Tinderbox will look to build on this momentum with new partnerships that bring the LINE FRIENDS and BT21 characters to life in exciting new ways.
"We are excited to partner with IPX to represent some of the most recognizable and beloved character brands globally," said Dave Tovey, Head of Tinderbox at Beanstalk. "LINE FRIENDS and BT21 have a massive global Gen Z and Millennial fanbase, and through this partnership we see incredible potential to expand their presence in the gaming and digital space, creating unique, engaging experiences for fans across all platforms."
About IPX
IPX is the new corporate name of LINE FRIENDS, a global character brand that originally started from Original Characters including BROWN, CONY, SALLY created for use as stickers for the leading mobile messenger app LINE and its 200 million active users worldwide. IPX recently announced a new business strategy that it would accelerate the global expansion of its IP businesses by diversifying its IP portfolios targeting all ages and advancing its digital and retail business. IPX has carried out its IP-based business by partnering with global companies including Netflix (original animated series), SUPERCELL (Brawl Stars), and NEXON (KartRider), while it has created popular IPs including digital artist ‘WADE’, ‘BT21’ (BTS), ‘TRUZ’ (Treasure) and broadened their boundaries to virtual influencers to win the hearts of over 40 million Millennials and Generation Z worldwide. IPX currently operates in 17 markets worldwide including Seoul, New York, LA, Tokyo, and Shanghai, and operates in 9 online sales platforms.