Sony has acquired the rights to licence the Mr Men and Little Miss characters in Japan.
The firm will become master licensee for the Japanese market, taking all the rights besides TV and publishing ones, which are being retained by Chorion.
Sony will be targeting the traditional pre-school toy market, but also the 20 to 30 year-old female sector with clothing, cosmetics, food and beverages, homewares, stationery and accessories, according to The Telegraph.
The deal is the latest in a long line done for the new-look Mr Men, officially unveiled to the European market place at last month's Brand Licensing Europe event.
Just last week, Chorion revealed a promotional deal for the property with Persil in the UK.