Line has opened a store in New York City. The store is now open in Times Square and has 4,628 square feet of floorspace. However, instead of selling its successful technology products, Line will sell stuffed plush toys based on the app's emoji characters, known as Line Friends. The move has been made in order to raise brand awareness in the United States. James Kim, CEO of Line Friends, said that the company knows that “Line messenger is not as popular [in the US as it is in Asia], but people don't need to know the names of Line characters to fall in love with them and further know our brand”.