Nelvana, a producer and distributor of children’s content, is celebrating the 40th publishing anniversary of the Max & Ruby preschool brand with several new deals leading into 2020.

Nelvana has teamed up with Cracker Barrel for an exclusive Max & Ruby retail launch in the U.S. that will span branded plush, apparel and sleepwear across 650 stores.

Other new partners include Aurora (master plush), Chouette (publishing), Picture This (apparel), Prime Party (party goods), Happy Threads (apparel) and Jellifish (sleepwear). Braums has signed on for a Max & Ruby QSR program (U.S.) set to roll out in January.

“It’s a momentous year for Max & Ruby, as the brand reaches its 40th anniversary milestone,” says Mellany Masterson, head, Nelvana Enterprises. “Since its launch, the esteemed series captured the hearts and minds of preschoolers by helping children learn and understand the universal nature of sibling relationships through play. We’re excited to welcome our amazing new partners to the Max & Ruby family and look forward to the brand’s next 40 years!”

Nelvana and Korean licensing agency Asiana Licensing have also secured a deal with Eplis Co for stationery in Korea.

Also planned, a Toddler Tuesday with Max & Ruby at Mall of America on Nov. 26 and a sweepstakes set to be announced later this year.

The “Max & Ruby” series, inspired by the book, is in its seventh season and was recently launched on Treehouse in Canada and Nick Jr. in the U.S.