Mind Candy has signed up The Fusion Agency in Australia and New Zealand as it looks to extend the reach of its Moshi Monsters brand even further.
Hunter Toys and Penguin Books are already on board as the property's master toy and publishing partners. Fusion is also in discussions with potential partners across most other product categories.
The initial toy line hit Toys R Us shelves last month and is already recording strong sales. It features various plush and collectable figures, with many of the products incorporting special codes which unlock extras within the Moshi Monsters website.
Feature plush, play-sets, games and further collectables will be introduced for Christmas.
Books from Penguin are also currently on shelf, as well as a Moshi magazine, trading cards, posters, membership cards and Top Trumps.
"Fusion have shown amazing passion in their brand plans to date," said Darran Garnham, head of licensing at Mind Candy. "This entrepreneurial flare is what we will be looking for in all of our partners."
Gail Mitchell, MD of Fusion, added: "Moshi Monsters has been incredibly well received in Australia and New Zealand. We're so excited to be working on such a hot property."