Ludorum has appointed a number of UK licensees for DC Thomson's Dennis and Gnasher.
2entertain has been signed up as the UK DVD partner following a strong start for the TV show on CBBC. The first release was Double Trouble.
Meanwhile, Blues has secured the apparel licence and has already been listed for outerwear in Asda's George, as well as Mothercare and Bhs. TV Mania has the licence to produce nightwear and underwear.
Elsewhere, Smiffy's is launching child costumes and a new novelty range, while Vogue is developing a wide range of housewares.
Several other key categories are currently under negotiation.
"We are delighted to welcome aboard our new Dennis and Gnasher licensees, all of whom will be instrumental in helping us build the brand in the UK," said Julian Day, VP UK consumer products at Ludorum. "The new TV series and artwork has been a hit both with the CBBC and BBC1 audience and readers of the Beano magazine."
Tim Collins, commercial development manager at DC Thomson, added: "Dennis and The Beano are a great British institution - we have a strong publishing base, a great TV platform and in-built awareness across three generations. Our new licensing programme will cover a wide range of categories including additional publishing, toys and even live events. DC Thomson will be supporting licensees and retailers with a range of tie-in promotions, exclusive art and other special marketing initiatives."