The licensing programme for pre-school show Cloudbabies is beginning to take shape, with Hoho Entertainment adding Penguin Children's Books to the licensee roster.
The new deal covers English language rights worldwide, excluding North America.
Penguin will publish a series of book formats including storybooks, picture books, activity books and digital formats, such as e-books and apps, under its Ladybird imprint.
The first series of books are due to be published in autumn 2012.
"Ladybird is a trusted brand nad has a very special place in the hearts and homes of children and parents alike," said Helen Howells and Oliver Ellis, joint MDs of Hoho. "We are very proud of this association and excited to be working with Eric and his team who, we know, will create a spectacular range of Cloudbabies books that children will want to read over and over again."
Eric Huang, publishing director for media and entertainment at Penguin Children's Books, added: "We fell in love with Cloudbabies as soon as we saw it. The cute characters, quirky stories and soft learning elements lend themselves perfectly to a Ladybird programme for pre-schoolers."