Bright and Beyond Licensing has signed up the new property from Backland Studio and is planning to move it into a number of sectors.
WIT - What Is This? - is already a success in the US in the online greetings sector, with American Greetings having run it on their site for over two years.
BGI is now looking to extend the brand across other sectors, with the Backland Studios team working on content for a number of possible projects including books, apparel, calendars, gifts and games.
"We are absolutely thrilled to be representing WIT," said Vicki Willden-Lebrecht, MD of Bright and Beyond. "The Backland team have a fantastic pedigree and they've come up with something really exceptional this time. It is incredibly rare for a property this fresh and original to hit the market, and we believe that it will prove to be a huge hit across any number of different categories."