Aurora World will develop a line of Humf soft toys for release in the U.K. this September. The plush toy manufacturer, whose portfolio also includes The Gruffalo and Moomin, will produce a line that includes Humf plush key rings, plush beanies, plush toys and plush toys featuring sound chips.

Humf’s current licensing program includes a TV series broadcast on Nick and Nick Jr., DVDs, game apps, books, framed prints and magazines. Entertainment One is now looking to sign further licensing partners across categories such as greetings, gifting, toys, stationery, arts and crafts and apparel.