Free-to-play digital game grows with new merchandise.

WildWorks has added five multi-category licensing partners for the online gaming brand “Animal Jam” in the U.K.

Rockpool Licensing, the brand’s U.K. licensing agent, brokered the deal.

The new partners include:

“We’re thrilled to be able to announce these wonderful partners for ‘Animal Jam.’ The enthusiasm everyone has shown for this very special property is a joy to behold,” says Vickie O’Malley, managing director, Rockpool Licensing. “Our existing partners are already developing some fantastic product. I’m looking forward to announcing several more partners over coming weeks and of course to Brand Licensing Europe, where we will be exhibiting ‘Animal Jam’ in Europe for the first time.”