Line's Messaging App Was Blocked in China, but the Story Didn't End There


The Line messaging app was blocked in China a little over two years ago, a target of the government’s Great Firewall, just like Facebook, Twitter, Instagram and YouTube. Here’s what’s unsual about Line: Its brand has only gotten hotter in China since then.

The bunny, bear, frog and duck characters that started out as messaging stickers on Line’s app have turned into a lucrative merchandising and licensing opportunity in Asia, including in China. They’re cute like Hello Kitty, but fresher and edgier.

In China, McDonald’s put Line characters on toys for an Olympics promotion. Pizza Hut had a Line promotion too. Line’s characters have adorned T-shirts at China’s Uniqlo stores and on notebooks from Moleskine. Line has five shops selling its own merchandise in China, plus two pop-ups, and plans for more.

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