Discussions are underway between Bulldog Licensing and a range of potential partners for Zag Studios’ newest animated property, Power Players, as the agency works to build a licensing programme for the series across the UK and Ireland.

Power Players will launch in the UK on Cartoon Network this month. Bulldog Licensing is already eyeing partners across apparel, home, gifting, publishing and more.

The toy range from Playmates, distributed in the UK by Flair, is readying for release in Q4, along with other core merchandise, and will feature action figures, vehicles and role play items at launch. Retail reactions to the new line at the recent toy shows has been phenomenal and the range will be supported by a heavyweight marketing programme.

The TV debut will consist of 78 episodes following the adventures of a cast of super-powered characters disguised as toys, led by Axel, a human boy, who joins the smart toy world he is partly responsible for creating.

Rob Corney, MD, Bulldog Licensing, said: “We’re thrilled to welcome Power Players into the Bulldog family. The fun, fast-paced series is a real showcase of the huge talent at Zag, and the strong characters and storylines have made for a colourful and creative style guide which will inspire leading licensees across categories.

“Our initial discussions with potential partners have been overwhelmingly positive, and we are looking forward to announcing new deals and rolling out the consumer products soon.”