The licensing agent for Cbeebies hit Baby Jake, BBC Worldwide has added publishing and DVD partners to the programme.
Egmont will be developing a book publishing range with plans to roll out in July 2012, while 2entertain is due to release the first Baby Jake DVD in the first half of 2012.
The duo join Vivid Imaginations, which is the UK master toy for the brand.
"These deals build upon the UK master toy licence signed with Vivid in June and reinforce the early success of Baby Jake on Cbeebies itself and on the BBC's catch up platforms," said Billy Macqueen, joint managing director at Darrall Macqueen and the executive producer of Baby Jake. "Since launching on July 4th, Baby Jake has been a permanent fixture in the Cbeebies iPlayer top five and grew from 240,000 viewings in week one to a stunning half a million viewings in week two.
"We're delighted that 2entertain and Egmont have partnered with Darrall Macqueen and BBC Worldwide to expand Baby Jake's success from the small screen to the High Street."
David Riley, MD at Egmont Publishing Group, added: "Baby Jake perfectly captures the essence of childhood and we are excited to be creating books and magazines which will enable children to laugh, sing, wiggle, jiggle and scribble along with Baby Jake and his friends."