The Penguin Group has announced a series of new deals for its children’s division including the acquisition of the app “Whale Tale,” a new tween property in the U.K. and a partnership for wall decals featuring popular Penguin Children’s characters.

Penguin Children’s U.K. has become the global licensing and TV agent for the gaming app, “Whale Trail.” Penguin Children’s will be actively seeking partners in various categories including toy, apparel, accessories and stationery, as well as TV and film.

The news follows a global publishing deal secured earlier by Penguin Children’s for world rights to all languages across digital and physical formats.

“This acquisition is part of Penguin Children’s strategy to acquire and exploit all rights in our story brands, beyond simply publishing, and become a licensing and consumer products business as well as a publisher,” says Francesca Dow, managing director, Penguin Children’s. “We are incredibly excited about ‘Whale Trail,’ which gives us all at Penguin an exciting story to tell.”

Penguin Children’s already has an enhanced e-book in the works. The e-book set to be released in October, will be a prequel to the game.

Walls 360, the on-demand wall graphics company has launched an exclusive collection of Penguin Picture Book wall graphics. The first collection of premium Penguin wall graphics from Walls 360 features Llama Llama, Ladybug Girl, Skippyjon Jones, Corduroy and Spot. Available in North America on June 12, these re-positionable wall graphics are self-adhesive and can be removed and re-used up to 200 times.

Penguin Children’s U.K. has also acquired intellectual property rights in Hattie B, Magical Vet, a new 7+ tween brand from Mums Creative Content. Penguin Children’s will actively seek global partners in various categories across TV, digital and consumer products. Puffin will publish in physical and digital formats in the U.K. in 2013.

Penguin Children’s U.K. is presenting these properties and many more in Booth 5918 at Licensing Expo this week in Las Vegas, Nev.