Chorion has penned 40 new licensee deals for “The Mr. Men Show” across clothing, homewares, games, and food—all secured since the show’s trade launch at Brand Licensing Europe last October.

Among the portfolio, which includes a direct-to-retail deal with Marks & Spencer on clothing, are Aykroyds & TDP Licensing, Blues Clothing, Cohen and Wilks, and Trademark Collections, all on clothing.

Other licensees include Arla Foods, Kinnerton, and Lightbody Cakes, and gifts and stationery licensees include Pyramid Posters. Homeware licensees include Baylis & Harding, Spearmark, and ZAP. On toys and games, deals are signed with Jumbo Games and MV Sports in addition to the master toy licensing deal already in place with Fisher-Price.

The show launched on Five’s Milkshake! in the UK and on Cartoon Network in the United States in February, with extensive trade and consumer marketing and PR campaigns in both markets.

The Web site, mrmen.com, created by agency Digital Outlook, has had almost 100,000 unique users driving 2.5 million page views per month, Chorion said. The site scooped Gold in the Creative category at this year’s 11th Revolution Awards.