- bemyfriends officially launches 'BBD,' an in-house creative goods brand powered by its fandom business expertise
- T1 kicks off the first BBD project with the debut of the 'T1klz' lineup at the April 24 homeground match
- Proven IP success formula with Netflix, Snow Man, and more to be systematically scaled through the BBD brand
SEOUL, Korea – April 14, 2026 – bemyfriends, a global fandom business company specializing in fandom business, is officially launching its in-house creative goods brand 'BBD (BIBBIDI).' Born from bemyfriends IPX, BBD will unveil its first product line, 'T1klz,' at the T1 homeground matches from April 24 to 26.
bemyfriends has supported every aspect of fandom business—connecting IPs with fans, commerce, content, and community—through its global fandom platform b.stage. The company has also built merchandising expertise through creative IP-based projects, including the official pop-up store for Netflix's KPop Demon Hunters, pop-ups for Japan's Snow Man, and character merchandise for Kang Daniel. BBD is a new brand venture that adds a distinctive brand identity to these proven capabilities. With the authenticity and expertise cultivated through partnerships with more than 350 global clients and over 1,050 artists, bemyfriends aims to expand more boldly under the BBD name.
"BBD brings together the creative capabilities bemyfriends has built over the years into a single brand," said Steve Seo, CEO of bemyfriends. "We work with more than 350 global IP operators and understand what fans truly want—BBD is a brand built directly by that team."
The name 'BIBBIDI' is inspired by the iconic phrase 'Bibbidi-Bobbidi-Boo.' Like a magic spell, it embodies the ambition to turn fans' passion into real products. What sets BBD apart is where its planning begins. Beyond understanding the value of an IP, BBD integrates the perspective of fans who deeply love that IP into every stage of the creative process. The strategy is to deliver immersive fandom experiences where spaces, content, products, and stories are organically connected. Every BBD product will carry its own brand logo, establishing its identity as a premium brand in the fandom market. The company also plans to introduce private-label (PB) products in the future.
The first product line, T1klz, is a creative goods series based on the IP of esports organization T1. BBD has overseen the entire process—from planning, design, and production to merchandising—creating products that bring the passion of T1's fandom and the energy of the arena into everyday life.
"BBD is a brand that makes fans' imagination and their love for IPs something they can experience in real life," said Sejung Ha, CBO of bemyfriends. "Our team members are fans and creators themselves, and every project starts from the heart of a fan. Beginning with T1klz, we will roll out a series of IP-based projects across various fields in the first half of this year."
bemyfriends plans to unveil BBD creative goods in collaboration with IPs from diverse fields throughout the first half of 2026. Through products and experiences that reach deeper into fans' everyday lives, the company will further strengthen the 'Fandom Business 360' capabilities delivered through b.stage.
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