Hoho Rights has appointed IVS Group as the new master toy partner for its preschool series "Cloudbabies."

IVS will initially develop and produce a range of Cloudbabies plush toys with other categories such as games and play sets to follow at a later date.

The initial product lineup will include beanie plush, feature plush, Bedtime Baba Blankies and a My First Cloudabies line, aimed at the program’s younger audience.

“This partnership has been borne out of a mutual passion for brand building," says Helen Howells, joint managing director, Hoho Entertainment. "Namita Kapoor and her team at IVS have a fantastic track record in product development and international distribution thanks to their work over the years with big-name licensors. Their passion, commitment and enthusiasm for Cloudbabies mirrors ours, and we have absolute faith that they will develop a product range which will see Cloudbabies around for a very long time to come.”

In the U.K. IVS Group will sell directly to retailers, while internationally Hoho Rights will work with its sub-agents to appoint distribution partners in other territories where the TV series airs.

“I’ve worked with many family entertainment brands over the years, but when I saw Cloudbabies I instantly recognized its potential and to be honest I absolutely love the characters,” says Namita Kapoor, chief executive officer, IVS Group. “It’s a very appealing and licensable brand, and we hope that our new range will provide retailers with renewed enthusiasm for this ever popular CBeebies series while also giving the consumers what they are asking for.”