Oxford University Press has brought in Metrostar to manage the licensing programme for hit children's book series, Winnie the Witch.
The two companies are now developing a new style guide for the brand - which has been translated into 27 languages and has sold over 3.5 million copies - and will be targeting the apparel, giftware, plush, toys, stationery and accessories sectors.
In 2009, Winnie the Witch was selected by the publishing industry for the World Book Day promotion, and went on to be the highest selling WBD title that year. The character will again feature in 2012, its 25th birthday year.
"Winnie is a refreshingly different witch," said Metrostar boss, Claire Potter. "Her personality is as colourful as her outfit and we're sure she will be loved by licensees and retailers as much as she is by parents and children."