Bin Weevils is making the move from online social platforms into the licensing sector - and has already secured publishing deals with Macmillan and Egmont.
Aimed at seven to 13 year olds, the platform has seen some strong growth recently, with up to 1.5 million individual children playing every month. On average, players stay with Bin Weevils for up to 30 minutes and site traffic has tripled over the past 12 months.
It is now the UK's second most visited kids' social network destination behind Moshi Monsters.
Children create their own Bin Weevil and use the avatar to explore the Binscape. Players can socialise with other Weevils through a monitored chat system, play games and create their own businesses to earn 'mulch' from other Weevils.
The deals with Macmillan and Egmont are the first in a planned consumer products push into key categories including trading cards, toys and apparel.
Macmillan has launched three books, including an Official Guide, Joke Book and Puzzle Book. Meanwhile, Egmont is launching the first Bin Weevils magazine this month, as part of its All About range.
Top Trumps trading cards and Bin Weevils membership cards are already available. Discussions are now taking place across other categories for potential launches in spring 2012.
All launches have been supported by an extensive TV campaign through this year promoting the site across networks including Nickelodeon, CITV, Cartoon Networ and Disney XD.
John Vasta - former licensing director at Nickelodeon Consumer Products UK - is currently working with Bin Weevils on the licensing drive.
"John brings extensive licensing experience to the mix and we're delighted to have him with us to ensure that we work with the very best global licensing partners," said Amelia Johnson, co-founder of Bin Weevils.