Top That's pre-school publishing title The Froobles has scored major success in the Chinese market.
A print run of over 800,000 copies arrived in May, and thanks to local publisher Beijin Xiron Books Ltd and a large number of retailers on board, the title is on its way to reaching one million.
Stockists will include high profile book chain Xinhua and online shopping resource Dangdang.com.
Worldwide book sales have already surpassed 1.2 million with planned launches in South America and Korea, as well as Froobles iBooks planned for the UK.
Playtec has already launched an outdoor play range while JELC, global licensing agent for the brand, is targeting a number of other licensing categories, including toys and games, electronic learning, apparel, food and drink and arts and crafts.
Dan Graham, Top That publishing editorial director, said: "We had expected that this property would have a strong international appeal but even we are amazed at the speed of take-up in the Chinese market, which has exceeded our expectations.
"It certainly holds out strong promise not only for numerous other territories but for the international licensing programme now being developed."
Director of JELC, Janet Woodward, added: "The continuing growth of the Froobles as a publishing phenomenon is a powerful tribute to its originality, its educational element and of course its enormous appeal to the pre-school market.
"All these qualities are already bringing The Froobles brand to the attention of a diverse licensee base, which we expect to grow across a number of categories and regions in the coming year."
The Froobles has won the IPG Frankfurt Book Fair digital Marketing Award and was finalist for the 2013 London Book Fair International Achievement category at the IPG Independent Publishing Awards.
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