Innovative Artists has been appointed as licensing agent for Sophia Grace and Rosie, the YouTube sensations popularized by the “Ellen” talk show.

Innovative is now planning a full toy range with Just Play Toys that will launch at Walmart in October. In 2014, the program, targeted to 4- to 10-year-old girls, will expand to include a retail presence at Claire’s, with the announcement of an apparel partner forthcoming.