The latest Barb figures for educational pre-school programme Super Why show that total viewers are set to pass the four million mark.
The new figures show that over 3.7 million viewers have watched Super Why so far this year, and that during the broadcast of new episodes earlier this year, Nick Jr was the number one pre-school channel during Super Why's 6.30pm time slot.
Fresh episodes are due to air on Nick Jr from September.
Licensees already on board include RC2 as master toy licensee and Cesar for hanging and boxed dress up, plus Character World for bedding, Little Star Creations for colouring and activity books and Redan. Melbry Events is conducting shopping centre tours across the UK.
"The new figures from Barb are solid evidence of just how hot Super Why has become in a short space of time," said Bulldog Licensing MD, Rob Corney, the licensing agent for the property.