The design behind Mang is based on the misconception of horses being a rather unpopular animal for a character. They wanted to make a sticker where people would come to like it. Whereas the design for Tata, they thought that people might not just want 'cute' and 'adorable' stickers. Instead they went for an approach where the characters should be more unique and weird in a way.
Aside from Line and KakaoTalk, they moved over to creating stickers for Facebook Messenger and the main iMessenger, knowing that these platforms now provides stickers aside from emojis. Similarly, WhatsApp is now jumping into the bandwagon of using stickers instead of strictly sticking to the usual emojis.
I suppose that they saw the success of the use of stickers from both Line and Kakaotalk. Not only is it successful in terms of practicality for some cultures and languages, it's starting to be widely used for the trend and hype due celebrity endorsement. But also perhaps it makes casual conversations a more enjoyable and expressive.
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