DRi Licensing has added Giles Andreae's new children's brand - World of Happy - to its portfolio.
An animated series of 13 two-minute episodes is regularly aired on CBBC. In addition, master publishing partner Egmont Books is planning an extensive programme of 13 picture books, all of which will be released simultaneously in spring 2011. The launch will be backed by a national PR and advertising campaign.
DRi also represents The Thoughts of Edward Monkton.
"Giles' creativity knows no limits and we are delighted to be representing another of his quirky and original properties," said Alicia Davenport, licensing director at DRi.
"World of Happy has the potential to establish itself as a major publishing franchise - these are not just stories, but modern day fables that will teach children about really important and heartfelt issues. We are absolutely delighted to be starting 2011 with this new brand and plans are well underway for the development of a strategic and long-term licensing programme which will reflect the essence of the brand."