Jetix Europe's licensing division, JCP, has become the merchandise licensing agent for The Really Useful Group (RUG).
The deal will see JCP managing non-theatre merchandising for hit musicals Evita, Cats, Joseph and the Amazing Technicolor Dreamcoat and Starlight Express across all European territories, Israel and the Middle East.
RUG will continue to licence merchandising for these titles inside theatres.
JCP will be showcasing the new properties and launching its merchandise programme for the musicals at Brand Licensing Europe on October 1st and 2nd.
"We are thrilled to take on the role of representing some of RUG's incredible, globally loved musicals," said Richard Woolf, director of international licensing at JCP. "We hope the deal that we have signed in Europe and beyond will be the start of a strong partnership with The Really Useful Group in the licensing world.
"We're going to be launching our partnership at Brand Licensing Europe and look forward to the challenge of building a strategy that will make these show licensing hits, as well as West End hits."
Michael George, head of merchandise and licensing at RUG, added: "We are delighted to be working with Jetix Consumer Products. With their wealth of experience we feel confident that they will deliver a quality licensing programme which complements our own in-theatre licensing programme for these much loved musical theatre copyrights."