Whitehouse Leisure has become the pan-European licensee for the amusement and leisure plush sector for the character Gummibär, already made popular through music, ringtones and the internet.
The licensors are Gummybear International and Yazoo Music, with AT Merchandise (a division of AT New Media) acting as the agent.
Whitehouse Leisure will produce soft toys in various sizes, with some including a sound chip featuring part of Gummibär's debut song. Gummibär reached number three on the worldwide viral charts, with over 60 million hits and 30 million video plays on YouTube, MySpace and other video websites.
AT has previously worked with Whitehouse Leisure on The Annoying Thing, also known as Crazy Frog.
"We are delighted that Whitehouse Leisure have decided to capitalise upon the popularity of Gummibär," said Paul Comben, CEO of AT New Media. "Even though the character does not rely upon television, but the very large international audience built through viral marketing."
Phil Setter, MD of Whitehouse, added: "Gummibär appealed to us immediately. We know the impact that the music and internet marketing campaigns have on youngsters today and we are confident of high volume orders from our customers, once they see the prototype plush at the New Year trade shows."