Messaging platform Line has partnered with consumer electronics firm Bang & Olufsen to release a Brown-Bear themed speaker.

The collaboration attests to the popularity of the chat app within Asia and of its proprietary characters, which are in familiar daily use amongst those who communicate via the platform. Brown Bear is a well-loved character in Line’s cartoon cast.

Line character merchandise already sells in 108 countries, with a flagship store for Line-themed products in New York’s Times Square.

The Bluetooth speaker, based on the firm’s Beoplay P2 model, is controlled by taps and shakes rather than button presses, and is brown with a featured Brown Bear accessory. It has been given a limited release with only 5000 units made, distributed in East Asia and the US both online and at a few retail outlets.

Last month, Line partnered with DJI to create a Brown Bear-themed drone.