Nurture Rights is continuing to build the licensing programme for pre-school brand Dinosaur Roar - appointing IVS Group as master plush partner.
IVS Group will now develop and produce a range of Dinosaur Roar plush, as well as a selection of wooden toys, activity toys and novelty items.
The initial product line will feature a Large Plush and Beanie Plush, plus a buggy toy, hand puppet and chomper toy.
The firm is als planning to broaden the Dinosaur Roar range with a collection of wooden toys such as wooden bookends, a pull-along Roar and a wooden dominoes set.
IVS Group will sell directly in the UK, while internationally Nurture Rights will work with museums and agents to distribute the IVS range.
"I've worked with many family entertainment brands over the years, but when I saw Dinosaur Roar I instantly recognised its potential and, to be honest, I absolutely love the characters," said Namita Kapoor, CEO of IVS Group.
"It's a very appealing and licensable brand, and we hope that our new range of Dinosaur Roar toys and gifts will provide retailers with enthusiasm for this much-loved property."
Nick Barrington, MD of Nurture Rights, added: "IVS' passion, commitment and enthusiasm for Dinosaur Roar very much fits with our vision for the brand, and mirrors the ambition from the Natural History Museum."
IVS Group joins existing licensees including Trademark Collections, Paul Lamond and Shreds.