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LINE FRIENDS and Illumination’s Minions Team Up For “MINIONS X BROWN & FRIENDS” Collection

  • LINE FRIENDS unveils the “MINIONS X BROWN & FRIENDS” collection, as part of an exciting collaboration between Illumination’s MINIONS, from the most successful animated franchise of all-time, and BROWN & FRIENDS, the globally loved characters created by LINE FRIENDS
  • The new collection, featuring MINIONS Kevin, Bob and Stuart, and BROWN and SALLY, dressed in the MINIONS signature blue overalls and goggles, is available for purchase in countries and regions including Korea, the U.S., Japan, and China, beginning July 22
  • As part of the collaboration, a video of the MINIONS mischievous takeover of BROWN & FRIENDS’ 10th anniversary celebration has gone viral across social media
  • Accessories, from tech to camping gear, as well as digital content of LINE stickers and Instagram GIFs are slated to drop soon

[SEOUL, July 22, 2021] – LINE FRIENDS, one of the world’s fastest-growing global character brands, announced today its collaboration with Illumination and Universal Brand Development, unveiling the “MINIONS X BROWN & FRIENDS” collection—inspired by the beloved Minions from the most successful animated franchise of all-time. 

In celebration of the announce, LINE FRIENDS released a video of the MINIONS mischievous takeover of BROWN & FRIENDS’ 10th anniversary celebration. MINIONS Stuart, Kevin and Bob surprise BROWN and SALLY with gifts that reflect each of their larger-than-life personalities. The fan reaction from Millennials and Generation Z to BROWN and SALLY dressed in the MINIONS’ signature overalls and goggles went viral across the globe. 

The MINIONS X BROWN & FRIENDS collection features essential fashion and tech accessories ranging from AirPods cases to phone grips, to canvas tote bags to golf accessories and camping gear.

The MINIONS X BROWN & FRIENDS collection is available on July 22, 2021, at LineFriends.com in countries and regions including Korea, the U.S., Japan, and China. In conjunction with this collaboration, LINE FRIENDS is slated to drop digital content, including LINE messenger stickers and Instagram AR GIFs.

“With our unrivaled creative capabilities, LINE FRIENDS once again captures the hearts of Millennials and Generation Z with an innovative MINIONS collection designed in collaboration with Universal Brand Development and Illumination,” said LINE FRIENDS.

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LINE FRIENDS is a global character brand that originally started from BROWN & FRIENDS, created for use as stickers for the leading mobile messenger app LINE and its 200 million active users worldwide. Taking a step further, the company has emerged as a global creative studio by offering diversified content based on its wide array of Intellectual Property (IP)s including 'BT21', characters created together with a global boy band BTS, ‘WDZY’ (ITZY), ‘TRUZ’ (TREASURE) and ‘CHICHI’ (BLACKPINK JISOO). LINE FRIENDS is also expanding its IP-based business by partnering with global media and game companies including Netflix (original animated series), SUPERCELL (Brawl Stars) and NEXON (KartRider), further diversifying its digital contents to become a leading global creative studio. The company recently expanded its IP-based business from conventional character licensing to digital entertainment by teaming up with AFUN INTERACTIVE, an up-and-coming 3D content production studio, to create new opportunities around virtual celebrity APOKI.

LINE FRIENDS has also collaborated with a number of renowned brands including Bang&Olufsen, Converse, LAMY, and Leica, all aligned with the company’s philosophy and value to release premium character products. LINE FRIENDS has operated more than 260 stores in a total of 15 markets in New York, LA, Tokyo, Seoul and Shanghai. Since it became an independent company in January 2015, LINE FRIENDS continues to win the hearts of Millennials and Gen Z worldwide through interactive digital communication across multiple retail touchpoints including its online sales platforms. For more information, please visit www.LINEFRIENDS.com.


Illumination, founded by Academy Award® nominee Chris Meledandri in 2007, is one of the entertainment industry’s leading producers of event-animated films, including Despicable Me, the most successful animated franchise in cinematic history. The company’s releases include two of the top 10 animated films of all time, and its iconic, beloved franchises—infused with memorable and distinct characters, global appeal and cultural relevance—have grossed more than $6.25 billion worldwide. 

Illumination, which has an exclusive financing and distribution partnership with Universal Pictures, is the creator of the world of Despicable Me. The franchise includes Minions, the fourth-highest-grossing animated film of all time and the most profitable film in Universal’s history, as well as the Academy Award®- nominated Despicable Me 2 and Despicable Me 3, which made more than $1 billion at the global box office. 

Illumination has launched two additional original properties that captivated audiences worldwide: The Secret Life of Pets, which achieved the best opening for an original movie, animated or otherwise, in U.S. history, and the global smash, Sing. In 2018, Illumination’s Dr. Seuss’s The Grinch had the biggest opening weekend of any Christmas-themed movie in history, followed, in June 2019, by The Secret Life of Pets 2. Illumination’s upcoming films include Sing 2 on Dec. 22, 2021, and Minions: The Rise of Gru in July 2022. 


Universal Brand Development globally drives expansion of the NBCUniversal's intellectual properties, franchises, characters and stories through innovative physical and digital products, content, and consumer experiences. Along with franchise brand management, Universal Brand Development's core businesses include Consumer Products and Games and Digital Platforms based on the company's extensive portfolio of intellectual properties created by Universal Pictures, Illumination, DreamWorks Animation and NBCUniversal Television and Streaming. Universal Brand Development is part of NBCUniversal, a subsidiary of Comcast Corporation. www.universalbranddevelopment.com

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