Nickelodeon has named Cartwheel Kids as the master toy licensee for its animated preschool series “Peter Rabbit” in a new multi-year deal.

Debuting in fall 2014, the product line will span multiple categories including plush toys, figures and play sets, role play items and seasonal products.

The new line embodies a fresh approach to Peter Rabbit and will deliver themes and stories that focus on education, adventure, friendship and humor.

“The success of Nickelodeon’s reimagined Peter Rabbit series has given us the opportunity to expand our connection with our audience by developing a brand-new line of endearing and engaging products,” says Manuel Torres, senior vice president, global toys and electronics, Nickelodeon Consumer Products. “Cartwheel Kids are a team of talented industry veterans who have a finger on the pulse of toy trends and innovation; they truly capture the heart and imagination of the series with a collection of products today’s kids and their parents will fall in love with.” 

Nickelodeon debuted the CG-animated preschool series “Peter Rabbit” in February to impressive ratings, ranking as the network’s highest-rated preschool series premiere since 2011. The series is a reimagining of the popular Beatrix Potter children’s books.