Pillow Pets, a plush toy/pillow line, has tapped The Wildflower Group to manage its licensing program.

The brand has signed some of its first licensees, including Commonwealth Toy & Novelty. The first licensed products are due out in early 2011. Wildflower's program for Pillow Pets is focused on categories such as apparel (including sleepwear) and accessories, bedding, health and beauty aids, publishing, stationery, paper party goods and video games.

Pillow Pets, co-created by Jennifer and Clint Telfer of CJ Products, includes more than 20 different characters for boys and girls. Characters include Ms. Lady Bug, Magical Unicorn, Snuggly Puppy and Buzzing Bumble Bee. The plush pillows are available at Toys"R"Us, Hallmark, Walmart, Sears and Target.