Lavish Rights’ Luv Me Buddies signed a pan-European licensing deal with Plenty Play, the construction toy company, for a range of children’s construction kits. Alicom Licensing, Lavish Right's agent for Northern Europe, signed the deal.

“The educational play value and quality of the kits are very strong,” said Vanessa Champion, managing director of Lavish. “The Luv Me Buddies characters lend themselves to a creative product design, and from the beginning, we have worked with and signed licensees who understand this and have the imaginative and design nous to create some amazingly different products.”

This comes fast on the heels of the Nestle Purina deal with another of their brands, The Pet Poets Club, which is currently being promoted on primetime TV in the U.K.