H&A will be rolling out products based on two key boys' licences in the run up to Christmas.
The company will be launching a new Ben 10 collection with key lines including Alien DNA shower gel and Morphing Magic facecloths. In addition, it also has some new developments underway for new show Alien Force next year.
Meanwhile, H&A has also recently been signed up as a licensee for Postman Pat: Special Delivery Service.
"H&A have been developing licences in the bathing category for 20 years and our portfolio is carefully managed to ensure we have a comprehensive and balance offer for our retailers and, more importantly, the consumers," said Claire Higgs, asociate director of marketing at H&A.
"Our strategy has always been to provide creative products that are perfectly aligned with the licence's core theme. We don't compromise on this and our customers can always rely on our innovation, quality and service."