Already a hit at retail level, Backland's Goochicoo brand is also proving popular online - with the new website pulling in solid levels of visitors since launch.
Recent figures for the site show that it achieved 40,669 visitors and 306,377 page views in seven days. This puts it on course for two million visits and 15 million page views per year.
The licensing programme is also continuing apace, with Tommee Tippee, Izziwotnot, Moonpig.com, Poetic Gem, Little Star and MV Sports all on board.
"The success of the new look website is no surprise given the huge popularity of Goochicoo," said Rob Corney, MD of Bulldog Licensing, the agency for the brand. "The property is performing incredibly well and the success of the MV Sports dolls has opened up a whole new market, with the brand now appealing to young children as well as mums and dads of babies."