Free-to-play developer Webzen has revealed plans to collaborate with Japanese lifestyle brand Tokidoki at this year’s China Licensing Expo.

The announcement comes as part of Webzen’s plan to further diversify collaborations within its popular MU MMORPG series, with fan-favourite characters like Chewyhams set to receive a Tokidoki makeover.

The collaboration project - tentatively called “Tokidoki x MU” – will see MU characters used across major business sectors such as fashion, toys and other merchandise avenues. This marks the fourth-time gamers will have seen Tokidoki merge with a prevalent gaming IP, having already made appearances in World of Warcraft, Overwatch and Street Fighter.

iOS and Android aficionados will no doubt recognise MU, with the series’ mobile iteration MU Origin having already accrued a staggering collective playtime of 8,000 years across both platforms.

The fantasy MMORPG recently celebrated its one-year anniversary since launch with a slew of fresh updates and additions. “Tokidoki x MU”, Webzen promises, is the natural next step following such success.

Webzen is also planning to extend its reach through IP collaboration outside of interactive entertainment, with hopes to expand into the film and animation industries should this latest partnership between MU and Tokidoki gain traction.