United Media signed on to represent a direct-to-retail opportunity with Los Kitos (The Toons), a bilingual cast of characters that made their original debut in an educational comic strip ("edu-comic") more than 11 years ago. The company's initial focus will be to secure a direct-to-retail partner. Conceived by Martha Montoya, the property was created to educate and entertain Spanish-speaking children (primarily ages 8 to 12) and help them understand the workings of the real world by taking a lighthearted but informative approach to important topics. Licensing and promotional partners that have joined the Los Kitos bandwagon span a variety of categories including kids' meal promotions, frozen food, bedding, apparel, HBA, stationery, and greeting cards.