Entertainment One has appointed Character Options as the master toy partner for its preschool property Ben and Holly’s Little Kingdom in the U.K.

Under the three-year agreement, Character Options, which also has master toy rights to eOne’s Peppa Pig in the U.K., will launch a comprehensive new toy line at retail in July 2014.

The line will feature new-look packaging and will include figure packs, vehicles, play sets, talking and feature plush and a Hide-and-Seek Holly doll with magic wand. Character Options is also planning a range of novelty items will reflect popular elements of the show such as a Bum-and-Go Gaston the Ladybird and a flying wand and wings play set.

“We’re excited to be extending our partnership with eOne on Ben and Holly’s Little Kingdom. The show’s magical themes offer endless sources for inspiration,” says Jon Diver, joint managing director, Character Group. “It’s our ambition to create a fresh, new toy line that will replicate the success we’ve had with Peppa Pig whilst harnessing the charming qualities that make Ben and Holly’s a unique brand in its own right.”

Character Options joins the brand’s licensing program of 36 partners in the U.K. spanning publishing, apparel, accessories, DVD, live events and digital.

“This agreement marks an exciting new chapter in the licensing program of Ben and Holly’s Little Kingdom,” says Hannah Mungo, head of U.K. licensing, eOne. “We have a long and successful partnership with Character Options, and we’re confident that they will deliver an outstanding toy line that appeals to the brand’s core audience.”