Production studio STX Entertainment has launched a new family and animation division and the first property it will develop will be Pretty Ugly's Uglydoll character brand.

STX is planning a full-scale animated feature for the brand, with content at other platforms to follow.

Additionally, the studio is also establishing a consumer products, licensing and merchandising arm to take advantage of the extended opportunities provided by its new animation division.

“As we launch our new animation and family division, and begin to identify other partnerships with long-term potential across our company, we believe this is the ideal first vehicle to cultivate and grow with creative care and expert handling," says Sophie Watts, president, STX Entertainment. "Uglydoll is a genuine gem with enormous creative upside, not only in the feature film world, but also for television, digital, gaming and many other platforms.”