Penguin Children's has secured an exclusive global publishing and IP partnership deal for MGL's pre-school art brand, Marsh Mellow.
Penguin has acquired digital, film and TV rights, as well as merchandising rights for toys and gaming.
The first product to launch will be a suite of pre-school apps in 2013 under the Ladybird imprint, with a book line to follow.
MGL will handle all other categories including apparel, back to school, household and accessories.
"The Marsh Mellow art style is so fresh and appealing," said Eric Huang, new business and IP acquisitions director at Penguin Children's. "We immediately saw the potential of the brand. The fun and quirky animal characters lend themselves perfectly for a suite of pre-school apps, as well as books and merchandise.
"I'm excited to be partnering with MGL to turn this engaging and colourful design-led brand into a story brand through digital and physical publishing."
Sarah Lawrence, senior licensing manager at MGL, added: "We are thrilled to be working with Penguin Children's on this project. This is a wonderful opportunity after only presenting Marsh Mellow to the industry at last year's License This final."
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