BBC Worldwide has signed up the first licensee for its Wibbly Pig pre-school brand.
Brecrest will produce a range of apparel, including daywear, nightwear, bodysuits and accessories. Initially launching through Sainsbury's TU label for autumn/winter 2010, the lines will be available to other UK retailers for spring/summer 2011.
"This is an exciting opportunity for the brand: Wibbly Pig has established itself as a firm favourite in the pre-school arena and we're confident that this partnership with Brecrest will meet and exceed the high expectations of retailers and consumers alike," said Richard Hollis, head of UK licensing for BBC Worldwide.
"The style of the show lends itself wonderfully to licensing and we're currently exploring other categories for the brand."
Wibbly Pig is already a successful publishing property, with the books having sold over 1.7 million units in the UK alone. The TV show airs daily on Cbeebies.