The licensing programme for Nickelodeon's pre-school show Wonder Pets will be kicking off with the launch of a line of toys from Fisher-Price in March.
The deal is the beginning of the consumer products roll out for the property, which will continue throughout the year with Wii/DS games from 2K Play, toys from Martin Yaffe and Halsall, books from Simon & Schuster, Ty beanies, DVDs and apparel.
Much of the product will be supported by a TV advertising campaign.
"We're really impressed with the retail take up for the Fisher-Price toy line and can't wait to see them on the shelves - followed by all the other great lines," said Clare Piggott, VP of consumer products at Nickelodeon UK. "Given the huge popularity of the show, these products are sure to put a smile on the faces of pre-schoolers across the UK."
Wonder Pets has broadcast on Nickelodeon since November 2006 and focuses on three singing and dancing classroom pets - Linny the guinea pig, Turtle Tuck and Ming-Ming - who double as super heroes, travelling the world to save young animals in distress.
The stories are told in song, with the focus of each story being teamwork. There are currently 40 episodes available, with a further 20 in production. The series is available in 75 countries worldwide.
"We all have a soft spot for Wonder Pets and we're delighted that so many licensed products are coming to market this year," continued Piggott. "We'll be working in close conjunction with all our partners and retailers to maximise every conceivable opportunity."