Zodiak Kids' is continuing to bolster the licensing programme for pre-school brand Waybuloo, signing up Posh Paws International to create a new plush line.
The firm will roll out a collection of products including bean toys, feature plush and window stick-ons in July.
"We are delighted to be announcing this deal with Posh Paws," said Jane Kennedy, head of sales, consumer products, Zodiak Rights. "Not only do they have a great reputation in the industry for quality plush product, but they are the ideal partner to work with in order to develop the Waybuloo brand.
"2012 looks to be an exciting time for Waybuloo, with the launch on Monday [January 9th] of the new 11-minute version on Cbeebies, we look forward to announcing other new licensing partners in the coming year."
Barry Groves, managing partner at Posh Paws, added: "We have no doubt our plush range will be very successful and a great accompaniment to the new episodes."