Educational YouTube channel selects Licensing Link for licensing representation.

Entertainment and brand development company Surge Licensing has appointed licensing agency Licensing Link to represent the animated YouTube series “Little Baby Bum” in the U.K. and Ireland.

Licensing Link will now work to grow the brand through licensed consumer products in categories such as publishing, infant toys, electronics and apparel in the region.

A deal has already been secured with licensee Commonwealth Toys for a line of plush and soft toys, which will launch this spring in the U.K. and U.S.

“Little Baby Bum” is an award-winning educational YouTube channel by El Bebe Productions. Its YouTube channel currently releases a new nursery rhyme video every week and boasts more than 5.5 million subscribers.

“This is the future of delivery­–with more than six billion views and having recently overtaken Psy’s ‘Gangnam Style’ and Eminem to the top spot on YouTube in total watch time, ‘Little Baby Bum’ has grown exponentially fast and is predicted to surpass the 30 billion view mark by 2020,” says Ian Wickham, director, Licensing Link. “We are incredibly excited about this opportunity, working closely with Surge Licensing and already a number of key product categories are being negotiated with best-in-class licensees who understand the potential we know can be achieved over time.”