Move over, Beast: The characters from Universal Studios feature film Despicable Me 2, which will hit theaters July 3, joined Facebook’s lead dog in the sticker store for the social network’s mobile applications and Messenger apps for iOS and Android.

The Despicable Me 2 sticker set is available free-of-charge for Facebook mobile app users, and it marks the first of the now 16 available sets of stickers to be tied to a commercial entity.

No money exchanged hands in the creation and launch of the Despicable Me 2 sticker set, but does this present a potential monetizing opportunity for Facebook in the future?

Brands may consider sponsorship deals with the social network if sticker sets can be created to promote their products or services, as the use of those stickers in messages is basically advertising.

Conversely, Asian messaging apps including Line and KakaoTalk sell stickers to their users.

Readers: Do you think brands would pay to create sticker sets on Facebook, or users would pay for desirable stickers?