Chinese e-commerce giant Alibaba is taking Millimages’ Molang IP further into China, following a deal between Alibaba Entertainment Licensing and the French animation studio. Alibaba will serve as the exclusive agent for online and offline sales of Molang goods in Mainland China, while also becoming the brand’s non-exclusive agent in Hong Kong, Taiwan and Macao.

Marking the first European IP for Alibaba Entertainment Licensing, Molang has more than 150 global licensees including master toy partner Jazwares in North America and TOMY in Europe and Australia. Mill images’ short-form Molang TV series has been sold to more than 220 countries, and is currently in its fourth season. The toon follows Molang the joyful rabbit and his best friend, who is a shy emotional chick named Piu Piu.

The Alibaba deal comes as the Molang brand continues to increase its presence in China. The series is currently available on VOD platform IQIYI in the region, with plans to launch on other platforms in the coming months. The property has also gained popularity in China with an emoticon presence on the popular Chinese instant message service, WeChat.