The Creative Rights Agency has been appointed by Great Ormond Street Hospital Children's Charity to develop a licensing programme based on JM Barrie's Peter Pan and its illustration archive.
The initiative follows the successful publication of the official sequel Peter Pan in Scarlet by Geraldine McCaughrean, for which new artwork by David Wyatt was commissioned.
Creative Rights is now planning to position the property as an upscale nursery brand. Initial licensing categories to be targeted include gift and chinaware, christening sets, bedding and stationery.
"It is an honour to represent Great Ormond Street Hospital Children's Charity in this initiative," said Richard Scrivener, MD of Creative Rights. "Peter Pan is one of the world's greatest literary creations. His character and David Wyatt's artwork evoke a sense of adventure, imagination and nostalgia, which will offer a great deal to licensees.
"It is also a perfect fit with current retail trends."
The firm is anticipating the first product launches to arrive in summer 2013.
Christine De Poortere, Peter Pan director at GOSHCC, added: "We are delighted to be working with Creative Rights on the development of a Peter Pan licensing programme."