BBC Worldwide is continuing to grow the licensing programme for Wibbly Pig, adding Rainbow Designs as the master toy partner.
The firm is planning a line of gift and play items for roll out from February 2011, with further launches due in summer 2011 and early 2012. There are also plans to grow the range into the homewares category.
The deal follows on the heels of the appointment of Brecrest to produce a collection of Wibbly Pig apparel. It will launch through Sainsbury's TU label in November.
Wibbly Pig is based on the books by Mick Inkpen, which have sold over 1.7 million copies in the UK alone. The programme currently airs daily on Cbeebies, having debuted in September 2009.
BBC Worldwide continues to seek further licensing partners for the brand.