TJ Morris and Chapman Entertainment have secured a direct to retail deal.
The agreement means that over 200 Home Bargains stores throughout the UK will be stocking Fifi and the Flowertots and Roary the Racing Car products from spring 2011.
The 30-year old supermarket chain will see items such as rain coats, swimsuits, wooden toys, confectionery and party products among others.
"This is a great opportunity for us to have a very strong children's brand across a wide range of exciting products," said Home Bargains operations director, Joe Morris. "Fifi and Roary branded products will sell very well in our stores. We expect this to be a very strong range for us."
Valerie Fry, director of licensing at Chapman, added: "We are excited by this partnership with TJ Morris. Home Bargains is extremely popular with UK families and we are confident that Fifi and Roary will be extremely well received by their customers."