Moonbug has announced it has made MGA Entertainment the worldwide licensing agent for its global preschool “Little Baby Bum” brand.

As a part of this agreement, MGAE will manage new licensees and work with both physical and digital retailers to ensure that “Little Baby Bum” fans can bring home a piece of their favorite characters. The licensing program will pursue a variety of different categories from apparel to bedding to fast-moving consumer goods to digital and traditional publishing.

“’Little Baby Bum’s’ engaging and playful nursery rhymes have resonated with millions of kids around the world, and we’re excited to bring fans new ways to deepen their connection both online and offline,” says Simon Philips, senior in-house advisor, Moonbug. “It is a favorite for parents, too. During these difficult times where educational content has been in high demand from parents, ‘Little Baby Bum’ has seen a huge uptick in views as parents have chosen it to entertain their kids.” 

The announcement follows on the recent news of a “Little Baby Bum” toy line that was released last fall. MGAE’s line was launched to align with the 2019 holiday schedule.

“’Little Baby Bum’ is a worldwide favorite among kids as we’ve seen with the initial launch of our Little Tikes ‘Little Baby Bum’ toys that launched last fall,” says Isaac Larian, chief executive officer and founder, MGA Entertainment. “Our worldwide licensing team has generated much success for the L.O.L Surprise! brand and this is an exciting time to bring the ‘Little Baby Bum’ digital IP into the real world for its millions of fans.”