Fashion UK has become the latest licensee to sign up for growing digital brand Gummy Bear, coming on board to launch apparel into the UK marketplace.
The firm will develop a collection of branded products, which will include a hooded top featuring the character's ears.
The Gummy Bear brand is already established in terms of merchandise in Southern, Central and Eastern Europe. Content can be watched online on YouTube and MySpace and via an official website. The Gummy Bear Song has been downloaded one billion times, while the character's videos are featured heavily in the top ten of the iTunes dance music video chart.
"We are delighted to have signed the first UK apparel deal for Gummy Bear," said AT New Media's Simon Kay. "The brand is a massive hit with kids and bringing Fashion UK on board represents the first step in translating this popularity into new merchandising success.
"It is fantastic to have a licensee that has recognised the significance of internet viewership as a key benchmark for new merchandise licence acquisitions."
Gurdev Mattu, MD of Fashion UK, added: "With a one billion viewing figure, who wouldn't want to be involved with Gummy Bear."