Aykroyds & TDP have signed on to develop nightwear, underwear and swimwear. Blues will develop a line of daywear and outerwear, and Spearmark will create a line of housewares and lighting.

“We are delighted to announce these new deals for Treasure X,” says Vicky Hill, director, Bulldog Licensing. “Sales of the core product are absolutely booming, so it’s no surprise we have so much attention from the licensing sector–and these agreements are just the start. The sky is the limit for Treasure X!”

Treasure X toys are supported by a multifaceted marketing campaign including television and digital advertising, social media, webisodes and more. The YouTube platform has amassed more than 30 million views across television commercials and webisodes, and content support will continue with 14 webisodes available on YouTube by the end of the year.