The classic video games franchise, Worms, is to become a licensed brand - with AT New Media on board to help move the Team 17-owned property into various categories.
First launched back in 1995, the game has been released on over 20 gaming platforms, selling approximately 30 million retail copies to date. Notably, the Worms brand has sold more video games units, year on year, for the last three years than ever before.
"We are very excited at the prospect of working with licensees, manufacturers and promoters," said Debbie Bestwick, MD and co-founder of Team 17 Software. "The Worms brand has a vast array of cheeky, funny and cute characteristics, which inspires great merchandise design.
"It's something we've always been asked to do and now with the superb success of the Worms brand across social, digital and mobile gaming platforms we have the freedom and flexibility to pursue the opportunity fully."
Simon Kay, business development director at AT New Media, added: "When you realise that Worms does not already have an extensive licensing programme, you are amazed. We are so thrilled to have the opportunity to extend these popular and unique characters into a range of merchandise that ideally suits the consumer market today.
"We certainly envisage the Worms brand being successful in the areas of figurines and accessories, toys, books, plushes, apparel and clothing and even greeting cards."