Future Games of London has pegged AT New Media to develop a licensing program for its app series, “Hungry Shark.”

The first deal to come from the partnership is an agreement with BattleAnt for a plush toy line. The new line will be released in conjunction with the next installment in the series, “Hungry Shark Evolution,” which will be launched the week of Aug. 12 to coincide with the Discovery Channel’s Shark Week.

AT New Media is currently seeking other partners for the brand across all categories including collectibles, plush and resin figures.

“AT New Media is looking to represent digital brands that offer something different as we look to evolve our merchandising services, and ‘Hungry Shark’ is absolutely red hot at present, so represents an absolutely fantastic opportunity from a licensing perspective,” says Simon Kay, business development director, AT New Media. “Through linking up with ‘Hungry Shark,’ merchandisers will be able to offer product to the brand’s huge, existing fan base, as well as tapping into the wider market, so we are expecting to deal with considerable interest in this property.”

“Hungry Shark,” which lets plays take the role of a shark that eats everything in his path, boasts 35 million downloads worldwide.

The game will be making cameo appearances in Magnet Media’s Dark Tide, which premieres Friday and stars Halle Berry. The brand is also co-licensed for Relativity Media’s Shark Night 3D, which hits theatres Sept. 2.