DRI Licensing has added a new property to its growing stable.
Children's character Stripy Horse started life as a soft toy in the picture book Who Are You Stripy Horse, created by author and illustrator team Jim Helmore and Karen Wall.
Rainbow Designs is already on board as plush and gift partner, and DRi is now looking to expand the brand into the nursery and gift areas, as well as exploring TV and entertainment opportunities.
"This is an exciting development for both DRi and Stripy Horse and we are delighted to be representing this charming property," said Alicia Davenport, the firm's licensing director. "Book sales of this modern-day classic are hugely successful and we are looking forward to helping the Stripy Horse property grow and flourish in new market sectors."
Who Are You Stripy Horse sold 25,000 copies in the first nine months of publication, with Waterstones selecting it as its Picture Book of the Month in April 2007.
Over last summer it was a book at bedtime on Cbeebies and radio, while also picking up a Practical Parenting Silver Award.
In July, an audio version read by Imelda Staunton will roll out, with September seeing the launch of sequel Look Out Stripy Horse.