Gund is partnering with the global character brand Line Friends to launch a range of plush. The line features 15 items, including blind boxes and 23-inch plush figures, and is available online and with specialty retailers across North America.

Line Friends comes from Brown & Friends, which originally launched as a range of stickers for the mobile messenger application LINE. Characters include Brown, Choco, Cony and Sally (pictured).

The property has since expanded to become a lifestyle brand and it continues to grow, with Corus-owned kids entertainment company Nelvana recently partnering with Line Friends for a new preschool series expected to be completed in 2022. The deal will see the companies develop and co-produce the untitled 52 x 11-minute animated series (which Nelvana will distribute globally excluding Korea, Taiwan, Russia and CIS).

Gund was acquired by Toronto, Canada-based toy and entertainment company Spin Master in 2018 for US$79.1 million from Enesco. Established in 1898, the US plush manufacturer has created products for classic franchises like Peter Rabbit as well as newer brands like Cartoon Network’s We Bare Bears.